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15 April 2021
Ad impact: How news platforms spark memory recall and brand lift
Recall & recognitionNewspapersOnline & digital newspapers
A study commissioned by Australian media alliance ThinkNewsBrands examines the impact of news platforms on consumers’ path to purchase and finds that recall for ads placed in print and digital news is superior to those in non-premium content sites while also helping to embed brands in people’s memories.
Why it matters
An Australian cross-media advertising effectiveness study that zeros in on memory retention shows news platforms yielding better brand engagement and enhanced ad effectiveness compared with content from the rest of the internet.