Investing in news brands brings long-term benefits | WARC | The Feed
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Investing in news brands brings long-term benefits
Advertisers record better business effects, and over a longer term, when they invest in news brands, according to a new study by marketing consultant Peter Field.
Why it matters
Advertising in news brands has a significant effect on key drivers such as market share, pricing and profit, Field found from an analysis of 182 campaigns from the IPA Effectiveness Awards.
- Ads appearing in news brands are increasingly associated with trustworthiness and high quality by readers – two growth factors for advertisers.
- Fake news and disinformation online have driven record numbers of people to news brands looking for reliable news and analysis, and this has a knock-on beneficial effect on advertisers.
- Over the last six years, the study found, the effect on trust in brands that advertise on a single news platform was up by 17 percentage points. And this rise was almost 50 percentage points when ads ran across a brand’s print and digital platforms.
“News brands … deliver incredibly strong business effects for brands. They are able to do this because of their strong impacts on brand trust and quality perceptions – two brand effects that are now most strongly linked to profit growth” – Peter Field, marketing consultant.
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