Trending
Peter Field says the evidence to invest in this channel is “unarguable”
By Vanessa Lyons, General Manager, ThinkNewsBrands
Published mi-3.com.au
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.
According to Field, misconceptions about news advertising being ineffective are massively wide of the mark. In fact, the data shows that campaigns which include news are much more likely to see major long term business effects than those that don’t.
Breaking it down further, Field says campaigns that include news advertising – specifically a combination of print and digital news channels – have a 74% greater likelihood of driving major market share growth and are 58% more likely to deliver profit. And news advertising is far more likely to drive a reduction in price sensitivity.
These figures align with recent local research commissioned by ThinkNewsBrands which found news advertising drives a greater propensity to purchase.
Contact us for media enquiries
Related News
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.
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.