Summary
Spend on digital media like search, social, display, and online video continues to grow at the expense of offline media like linear TV, out-of-home (OOH), print, and radio. Marketers are lured by digital media’s relative measurability and perceived efficacy. However, consumers avoid ads on digital media more than ads on offline media and trust digital media less than offline media. This overview uses marketing survey and consumer benchmark survey data to substantiate that paradox.
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