Trending
Changing CMO perceptions of news as an advertising platform
By Vanessa Lyons, General Manager, ThinkNewsBrands
Published mi-3.com.au
Vanessa Lyons is aware of the perceptions of news as an advertising channel. After all, she was a CMO herself. But following new research into the effectiveness of the platform, Lyons says marketers need to rethink their media mix – because 10 million Australians are paying attention every day of the week.
Coming from a CMO background, I understand the perceptions surrounding news as an advertising channel. From it supposedly having a declining audience, to the perceived lack of reach, or impact it can have on consumers – I had some of these beliefs myself. And so I know from firsthand experience that marketers are redirecting advertising spend because of this understanding. However, these decisions are based on misconceptions and it’s time to reappraise this view.
The Benchmark Series is a landmark global study that compares news – in both print and digital – to run of the internet. Overall, news – in print and digital – delivers stronger brand choice lift and a high propensity to purchase, which is exactly what you need to grow your brand.
Contact us for media enquiries
Related News
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.
The Benchmark Series, the largest cross-media advertising effectiveness study ever conducted in Australia, finds national and metro news to be a highly effective advertising channel based on its unique ability to encode brand memories.
The Benchmark Series, the largest cross-media advertising effectiveness study ever conducted in Australia, finds national and metro news to be a highly effective advertising channel based on its unique ability to encode brand memories.
Latest emma figures show news brands continue their digital growth trajectory with an 8% increase for the 12 months to December 2020. This is the ninth consecutive quarter of digital growth for news brands.
Latest emma figures show news brands continue their digital growth trajectory with an 8% increase for the 12 months to December 2020. This is the ninth consecutive quarter of digital growth for news brands.
Ground-breaking research into the brand building and business impact of news media advertising will be front and centre at CMO’s latest virtual event on 18 March.
Ground-breaking research into the brand building and business impact of news media advertising will be front and centre at CMO’s latest virtual event on 18 March.
The three-time CMO Top 50 lister will spearhead the organisation’s mission to shift the perception of news brands which reach 18.3 million Australians every month and deliver business impact, daily.
The three-time CMO Top 50 lister will spearhead the organisation’s mission to shift the perception of news brands which reach 18.3 million Australians every month and deliver business impact, daily.
Australian news media brands have delivered record readership of 18.2m, reaching more than nine out of 10 Australians (96%), the highest since the inception of emmaTM (Enhanced Media Metrics Australia) in 2013.
Australian news media brands have delivered record readership of 18.2m, reaching more than nine out of 10 Australians (96%), the highest since the inception of emmaTM (Enhanced Media Metrics Australia) in 2013.
The COVID-19 crisis has led to significant changes in customer behaviour across many industries, and there is a high likelihood these changes will last well into the future.
The COVID-19 crisis has led to significant changes in customer behaviour across many industries, and there is a high likelihood these changes will last well into the future.
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.
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.