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

Paid media is identified as less trusted and declining in effectiveness primarily due to the increasing skepticism consumers have towards advertisements. As audiences become more empowered by tools that allow them to filter and block ads, they often view paid media as less credible compared to other types of media. This skepticism results from the perception that paid placements are primarily self-serving, designed to persuade consumers without genuine engagement or trust-building.

Moreover, the rise of ad-blocking technology and the general fatigue associated with traditional advertising methods contribute to the declining effectiveness of paid media campaigns. Consumers often remember and engage better with content that is organically shared or has earned their trust, further accentuating the contrast between paid media and alternatives like earned or shared media, which often exhibit higher trust levels and engagement.

In contrast, both earned media (which consists of organic mentions, reviews, and publicity) and owned media (like a brand’s website or social media profiles) are generally viewed as more credible, as they are perceived to contain more valuable, authentic content from the audience's perspective. Shared media combines elements of both earned and owned media but still tends to maintain better trust levels than paid media since it involves consumers interacting with and sharing the content they find valuable.