Why traditional media are trusted to deliver

The option of directing spend towards traditional media is rising back up the agenda of marketers. Data suggests advertising in these channels retains high levels of consumer trust, which seems increasingly attractive to marketers in a world of fake news and intrusive online ads, not to mention frequent malware and cyber attacks. For example, a recent survey from the CMO Council revealed that almost two-thirds (63%) of consumers would respond more positively to a social media ad if it appeared on a more traditional advertising channel.