Brands overspending in outdoor, search, social despite 5.5x ROI for finance sector in Total News

Marketers should reallocate an additional five per cent of their budgets to Total News, new modelling using data from 60 brands shows, pulling spend especially from Search, Social and Out of Home. Software firm MYOB increased awareness by 21 per cent, favourability by 11 per cent and purchase intent by 14 per cent in a recent campaign – because news works. Here’s why.

Australian marketers are not investing enough in news. But rather than increase their overall ad budgets, they would be best placed to review their existing media mix and reallocate just five per cent.

That’s according to econometric modelling calling on more than three years of campaign data from 60 brands in 10 categories. The research, conducted for ThinkNewsBrands, shows that advertisers are currently investing a paltry 1.5 per cent of their budgets in ‘Total News’ – the combination of print and digital news.