Diving into the evolving world of media strategy, I’m thrilled to sit down with Milena Traikovich, a seasoned Demand Gen expert who has helped countless businesses craft campaigns that turn leads into loyal customers. With her deep expertise in analytics, performance optimization, and lead generation, Milena offers a unique perspective on navigating the complexities of today’s advertising landscape. In this conversation, we explore the critical disconnects between marketer priorities and consumer preferences, the role of emerging platforms and technologies like AI, and actionable strategies for bridging trust gaps to drive real impact.
How does the concept of a media trust gap play into the challenges marketers face today?
The media trust gap is essentially the disconnect between where marketers are investing their budgets and where consumers actually place their trust and attention. Based on recent insights, like those from Kantar’s 2025 Media Reactions report, we see marketers pouring money into platforms they perceive as trendy or brand-safe, while consumers gravitate toward platforms that feel more relevant and useful to their daily lives. This mismatch can undermine campaign effectiveness, as trust is a huge driver of engagement and brand impact. If you’re not where your audience feels comfortable, you’re already starting at a disadvantage.
What do you think drives this disconnect between marketer spending and consumer preferences?
A lot of it comes down to perception versus reality. Marketers often prioritize platforms based on buzz, reach, or historical success—think trendy social apps or premium streaming services. But consumers are looking for utility and authenticity. They’re drawn to platforms that integrate seamlessly into their routines or offer value beyond just entertainment. This is why there’s often a gap; marketers might chase what’s hot in the industry, while consumers stick to what feels practical or trustworthy to them.
Why do you think marketers are so drawn to certain streaming platforms over the ones consumers prefer?
Marketers often lean toward platforms that feel “safe” for their brand image—those with polished environments and controlled ad spaces. These platforms are seen as low-risk for maintaining brand reputation. However, consumers might prioritize platforms that align with their shopping habits or personal interests, which can differ significantly. It’s a classic case of marketers focusing on prestige or perceived quality, while consumers are voting with their attention based on convenience and relevance.
What makes some e-commerce and related streaming platforms so appealing to consumers for advertising?
Consumers are drawn to platforms tied to e-commerce because they’re already in a buying mindset when they’re browsing or streaming on these services. Ads there feel less intrusive and more actionable—like a natural extension of their experience. Plus, these platforms often have robust data on user behavior, which can make ads feel more personalized and relevant. It’s about meeting consumers where they’re already engaged in decision-making, rather than interrupting them elsewhere.
With no overlap between top platforms for marketers and consumers, how can brands start aligning their strategies more effectively?
The first step is to prioritize consumer-first data over industry hype. Brands need to dive into where their specific audience spends time and feels most receptive to messaging. That might mean shifting budgets to less glamorous but more trusted platforms. It’s also about creating content that’s native to each platform—don’t just repurpose the same ad everywhere. Finally, test and learn. Use analytics to validate whether your spend is translating into trust and engagement, not just impressions.
How critical is it for marketers to pivot toward consumer-preferred platforms, even if they’re outside their comfort zone?
It’s incredibly important, though it doesn’t mean abandoning all current strategies overnight. Consumer preference directly ties to campaign impact—studies show a significant portion of brand lift comes from being where trust lives. Ignoring that risks wasting budget on low-return channels. The key is balance; start reallocating resources incrementally to test consumer-preferred platforms while still maintaining a presence on marketer-favored ones, but always let data guide the shift.
Why are marketers investing heavily in certain social platforms despite them not being consumer favorites?
Marketers often chase platforms with massive reach and cultural buzz, especially those popular with younger demographics. These platforms offer viral potential and innovative ad formats that feel cutting-edge, which can be tempting for brands wanting to stay relevant. However, this focus on trendiness can overlook whether these spaces actually foster consumer trust or receptivity. It’s often more about visibility and less about meaningful connection, which is where the misalignment happens.
Given consumer preferences lean elsewhere, do you think this heavy investment in social platforms pays off?
It can pay off in terms of raw exposure, especially for brand awareness goals, but it’s not always the most efficient path to trust or conversion. If consumers aren’t as receptive to ads on these platforms, engagement and long-term impact might suffer. Marketers need to weigh the cost of reach against the quality of interaction. Sometimes, a smaller, more trusted platform can deliver better ROI than a flashy one with millions of eyeballs but little connection.
What’s behind the low trust and favorability scores for some social media platforms, and should marketers steer clear?
Low trust often stems from user experiences around privacy concerns, content moderation issues, or just a general sense of inauthenticity in the ad environment. When a platform feels like it’s prioritizing profit over user experience, consumers notice. As for whether marketers should steer clear, I’d say not entirely—it depends on the audience and goals. Some platforms still have niche, engaged communities worth targeting. But if trust scores are consistently low, it’s a sign to tread carefully and maybe deprioritize spend there.
With more consumers feeling positive about advertising, what do you think is shifting their attitudes?
I think it’s a mix of better ad relevance and changing habits. Ads are getting more personalized thanks to data and technology, so they feel less like interruptions and more like helpful suggestions. Also, as digital consumption grows, people are just more accustomed to seeing ads as part of their online experience. When done right, advertising can even entertain or inform, which flips the narrative from annoyance to value.
Why are marketers feeling less confident about running campaigns across multiple channels these days?
The media landscape has become incredibly fragmented, and integrating campaigns across platforms is harder than ever. Each channel has its own rules, formats, and audience expectations, which can make cohesive storytelling a logistical nightmare. Plus, with budgets under scrutiny, there’s pressure to prove ROI on every touchpoint. This complexity erodes confidence, especially when marketers aren’t sure if their message is landing consistently across all channels.
How can marketers rebuild their confidence in cross-channel campaign integration?
Start by simplifying. Focus on a unified creative brief that can be adapted to each platform’s strengths, rather than creating disconnected assets. Invest in tools that help track performance across channels in real time, so you can adjust on the fly. And don’t underestimate the power of collaboration—work closely with platform experts or agencies to ensure your strategy feels native everywhere. Confidence comes from seeing small wins and building on them with data-backed decisions.
In what ways are marketers leveraging AI tools to enhance their work?
AI is being used for everything from content creation to audience segmentation. Marketers are automating repetitive tasks like ad copy variations or scheduling, which saves time. It’s also huge for analytics—AI can process massive datasets to predict trends or optimize campaigns in real time. Personalization is another big area; AI helps tailor messages to individual users at scale. It’s all about efficiency and precision, which is why adoption is so high.
With consumers concerned about misleading AI-generated ads, how can marketers use AI responsibly to maintain trust?
Transparency is key. If AI is behind an ad or interaction, consider disclosing it, especially if there’s a risk of it feeling deceptive. Also, prioritize quality control—AI can churn out content fast, but it needs human oversight to ensure it’s accurate and authentic. Finally, use AI to enhance relevance, not manipulate. Consumers are okay with innovation as long as it respects their intelligence and doesn’t cross ethical lines.
What’s your forecast for the role of AI in marketing over the next few years?
I think AI will become even more embedded in marketing workflows, evolving from a tool for efficiency to a core driver of strategy. We’ll see deeper integration in areas like predictive analytics and hyper-personalized customer experiences. But the trust issue will remain a hurdle—marketers who figure out how to balance AI’s power with transparency will lead the pack. It’s not just about using AI; it’s about using it in a way that builds stronger, more authentic connections with consumers.
