Dive Brief: 

• A Millward Brown Digital study conducted for MediaBrix shows that marketers have more confidence in social and native ads over email. 
• Marketers most frequent responses to the question of what ad types "meet their digital branding objectives" (they could choose more than one): 51% social, 46% native, and 36% email. 
• Surprisingly, marketers aren't as confident in programmatic, with only 18% claiming the ad type delivers —​ though it still outpaced regular in-game ads, text messaging, and ads purchased directly from websites and blogs.

Dive Insight: 

The results of the survey are a bit surprising considering that email is still a staple of many programs. The results don't mean that it's not effective at all, of course, but that marketers are devoting their confidence to other avenues. The smaller confidence in programmatic is perhaps the most surprising considering the trend of many advertisers — particularly large ones like American Express — switching over to programmatic buying.