A new survey shows trust in traditional advertising, including TV, print and radio, is declining while confidence in digital advertising is growing.

According to new data from Nielsen’s Global Trust in Advertising Survey, 33% of people asked say they “believe messages in online banner ads,” marking a 7% increase over the last five years. By comparison, 47% of respondents said they trust TV ads, though that percentage marks a 24% drop since 2009. Confidence in magazine and radio ads also dropped by 20% and 25%, respectively.

The data show that earned media, including word-of-mouth and recommendations from friends and family, remained the most trusted form of advertising, with 92% of those surveyed saying they have confidence in it.

A key factor in a consumer’s trust in advertising is the message’s relevance to them. Online ad technology is rapidly accelerating in its ability to target the right individual with the right message. Using audience data, political campaigns, for example, are targeting specific users with specific messages.

With broadcast media like TV and radio, however, the ad must appeal to a larger audience, making it less relevant to targeted viewers. We also see a huge amount of waste in these advertising channels, especially in politics where TV coverage can extend into other states.

This new data that reveal diminishing confidence in television advertising combined with the impact of time-shifted TV means campaigns have to turn online if they’re going to reach their targeted audiences with relevant messages they’ll actually believe.