Which type of media is noted for being less trusted and declining in effectiveness?

Paid media refers to advertising that is purchased, such as display ads, sponsored content, or pay-per-click campaigns. This type of media has come under scrutiny recently, as consumers often see it as intrusive, leading to a decline in trust. With the rise of ad blockers and changing consumer behaviors, many people are increasingly skeptical about the messages conveyed through paid media. As a result, while paid media can still be effective for certain campaigns, its overall effectiveness has diminished as audiences become more discerning and proactive in avoiding advertisements.

In contrast, earned media, which includes publicity gained through media coverage, word-of-mouth, and organic social media mentions, often carries a higher level of trust because it appears as third-party endorsements rather than messages driven by paid influences. Owned media, such as a company's website or social media channels, allows brands to communicate directly with consumers without the interference of advertising costs, typically holding a dependable level of trust. Shared media, including content that is shared among users on social platforms, can also build trust through community engagement. However, the challenges faced by paid media, particularly regarding consumer skepticism, highlight its unique position within the media landscape, entrenched in the notion that many viewers see it as less authentic compared to other forms of media.