The study also determined the relevance of earned, owned and paid media with earned media seen by AP consumers as the most relevant. Information delivered via new media channels, on the other hand, were considered of lesser relevance.
"The level of trust consumers place in various forms of advertising and media is clearly very closely linked to the level of relevance those media and ad messages," observes Webb. "The evolution of 'paid-earned-owned' media has turned the traditional advertising model on its head, and it is now much more critical that brands deliver messages which are authentic, targeted and which encourage a two-way dialogue rather than a one-way push."
Nielsen said the results of the study pose a challenge to advertisers on how they can allocate their ad budgets. The good news about the study results is that there are many opportunities open to advertisers these days.
"The real challenge marketers will face in the years ahead will be pinning down how to execute truly effective cross-platform campaigns, which utilise the unique benefits of each form of media and drive brand awareness, trial, loyalty and, ultimately, greater sales," said Webb.
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