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Research

The Benchmark Series: The powerful impact of placement

Advertising in news is the most effective way to put your message in front of more Australians, more often, with greater impact. 

When you think news, do you think the strongest reach, a growing audience, superior trust, and powerful immediate ROI impact? 

If not, it’s time to think again, because advertising in news deserves a greater share of your media mix.   

The latest findings from The Benchmark and Payback Series now prove that when it comes to increasing your brand and sales impact, national and metro news is a highly effective advertising channel.  

Commissioned by ThinkNewsBrands, The Benchmark Series is the largest cross-media advertising effectiveness study ever conducted in Australia. It set out to understand the impact news platforms have along the path to purchase by measuring key metrics across short- and long-term memory as well as brand lift. Additionally, the Payback Series research found news offers a greater return on media investment than social media. 

Here are the straight facts: 

  • Every week 19 million Australians read news across papers or online. That’s 9 out of 10 Australians aged 14+ 
  • Newspaper ads outperform Facebook by up to 4X  
  • Ads in news deliver 1.7X the brand impact of YouTube
  • News creates 8.5X greater memorability than the run of the internet
  • News is amongst the best for short-term ROI, offering 10% stronger sales growth than social media 

If you’re looking to best utilise the media dollars you spend, advertising in news is the most effective way to put your message in front of more Australians, more often, with greater impact.

Watch the methodology video now:

How well do you really know news? Download the findings of The Benchmark Series now.

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