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Capitalising on trust: How news media has helped brands through COVID-19
Reaching 2.7 million Australians before lunchtime every day, during COVID-19, news brands have demonstrated their value as a trusted partner that drives business impacts for Australian brands, says Peter Miller, the CEO of NewsMediaWorks.
These are indeed curious times and I don’t know about you but in times of upheaval, I turn to the people I trust for support and guidance. When the information you require is a matter of life or death, there’s no question. And so it has been reassuring to see brands leverage the established trust of news media to communicate during this time.
I’m sure you’ve heard me wax lyrical about the importance of trust before so I won’t labour the point, but it pays to remember that advertising in news media is the most trusted form of advertising. That’s because the trust and reliance readers place on news brands have a halo effect on advertising found within the medium.
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Advertising across print and digital news platforms outperform Facebook and YouTube across a number of metrics, according to the latest findings from The Benchmark and Payback Series.
The latest findings from The Benchmark and Payback Series show advertising in news is more effective than advertising on social media platforms.
The latest findings from The Benchmark and Payback Series show advertising in news is more effective than advertising on social media platforms.
While a number of brands and their agencies see bad news as a brand safety issue, according to Dr Duane Varan CEO of research firm MediaScience, this context does very little to damage brands. In fact, it’s much more likely the juxtaposition has a positive effect.
While a number of brands and their agencies see bad news as a brand safety issue, according to Dr Duane Varan CEO of research firm MediaScience, this context does very little to damage brands. In fact, it’s much more likely the juxtaposition has a positive effect.
The Godfather of effectiveness Peter Field says analysis of the IPA Databank presents, “An absolutely unarguable story for the inclusion of news brands in media schedules,” with advertising that includes news in the media mix more likely to lead to major long-term business effects.
The Godfather of effectiveness Peter Field says analysis of the IPA Databank presents, “An absolutely unarguable story for the inclusion of news brands in media schedules,” with advertising that includes news in the media mix more likely to lead to major long-term business effects.
ThinkNewsBrands has today announced the appointment of Roy Morgan to oversee news readership measurement from 1 July. As part of this decision, emma will be retired.
ThinkNewsBrands has today announced the appointment of Roy Morgan to oversee news readership measurement from 1 July. As part of this decision, emma will be retired.
Following new research into the effectiveness of news as an advertising channel, Vanessa Lyons says marketers need to rethink their media mix – because 10 million Australians are paying attention every day of the week.
Following new research into the effectiveness of news as an advertising channel, Vanessa Lyons says marketers need to rethink their media mix – because 10 million Australians are paying attention every day of the week.
News is a fundamental part of the day for many Australians, with more than 10 million people engaging with news on any given day, online and in print.
News is a fundamental part of the day for many Australians, with more than 10 million people engaging with news on any given day, online and in print.
Brands with ads running in newspapers are remembered 8.5 times better, a ThinkNewsBrands study has found, with unprompted recall of 34% compared to 4% for ‘run of the internet’ ads.
Brands with ads running in newspapers are remembered 8.5 times better, a ThinkNewsBrands study has found, with unprompted recall of 34% compared to 4% for ‘run of the internet’ ads.