In early 2018 News Media Canada conducted research to explore the relationship Canadians have with media and trust. Download this fact sheet that highlights key findings from this study, funded by the Department of Canadian Heritage, that explores the trusted relationship Canadians have with their local newspaper in an increasingly digital world dominated by search engines, social media and ad blocking.
On a daily basis, Canadians are surrounded by media, bombarded by thousands of brand messages daily on an increasing number of traditional and digital platforms. However, exposure does not equal influence or guarantee an ad will be seen. Multi-media campaigns (traditional + digital) result in stronger consumer trust and engagement in a world where advertisers must compete for the attention of consumers.