Perspectives
The Whole Story with Josh Grace, former CMO, Samsung
We talked to Josh Grace, Chief Marketing Officer about how he uses news to reach younger audiences.
How do we know news is working?
“Advertising in news works better because it delivers trust and context.”
During his time at Samsung, Josh often needed to reach Gen Z and Millennial audiences with his messaging. Josh knew that these younger audiences were highly engaged with global issues such as climate change and the environment, and he also knew that news is the platform they trust to stay informed. For Josh, this presented a clear opportunity.
News delivers a trusted environment. And people come to it actively seeking out information, which means advertising consumed in a news environment is more likely to be understood and retained. What’s more, for a tech company like Samsung who want their latest launch to be seen as newsworthy, advertising in news can also drive an earned media response.
A trusted environment. An engaged audience actively seeking information. Two critical factors that ensured news played a critical role in the media mix for Samsung.
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