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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.
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