Total News Publishing deeply engrained in Australians’ lives with 21.7m readers and nine in ten engaged by up to four different titles every month. GET THE FACTS
Exposing the 'brand suitability' myth. Uncover the truth. Advertising in hard news has hard-hitting impact and should not be avoided. DOWNLOAD REPORT
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Trending

Why The Ad Industry Needs More Of A Collective Consciousness

By Joe Mandese
Published mediapost.com

Recent data highlights the scale at which major advertisers use programmatic advertising and are being left with little idea where their ads are appearing and what messages they are financing.

Much of this spending is at the expense of authentic publishers of information: newspaper websites. Maybe it’s time for advertisers and agencies to develop more of a collective approach to solving this problem.

Audience research lab MediaScience has found that ad spending on legitimate news outlets outperforms ad spending places on illegitimate ones.

The analysis measured 5,350 participants and ran across 42 newspaper print runs and 252 websites for a total of 6,037 unique brand exposures, comparing a variety of brand exposure and lift metrics for ads placed on news publishers vs. ads placed on Facebook and YouTube.

The results:

  • Newspaper ads outperform Facebook ads of all types by up to four times.
  • Combined news formats are twice as effective as combined Facebook formats.
  • Ads in news are as good as (or better than) ads on YouTube.
  • News offers a stronger ROI than social media.

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“A pervasive myth”: Why advertisers and media agencies need to rethink ‘brand suitability’
“A pervasive myth”: Why advertisers and media agencies need to rethink ‘brand suitability’

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News publishing media industry recognised for recycling leadership
News publishing media industry recognised for recycling leadership

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ThinkNewsBrands debunks ‘brand suitability’ myth with new multi-study report.
ThinkNewsBrands debunks ‘brand suitability’ myth with new multi-study report.

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19th Aug

News readership grows to 21.7m 14+ monthly, most reading up to 4 titles.
News readership grows to 21.7m 14+ monthly, most reading up to 4 titles.

Trending
19th Aug

Total News Publishing deeply engrained in Australians’ lives with 21.7m readers and nine in ten engaged by up to four different titles every month.

Total News Publishing readership has grown to an incredible 21.7m Australians aged 14+ each month.

Total News Publishing deeply engrained in Australians’ lives with 21.7m readers and nine in ten engaged by up to four different titles every month.

Total News Publishing readership has grown to an incredible 21.7m Australians aged 14+ each month.

Trending Media Release
5th Aug

ThinkNewsBrands joins forces with Australian Marketing Institute to boost news publishing media education.
ThinkNewsBrands joins forces with Australian Marketing Institute to boost news publishing media education.

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30th Jul

Ben Shepherd and Vanessa Lyons slam Christian Juhl’s claim brands ‘avoid news’: ‘Completely out of hand’
Ben Shepherd and Vanessa Lyons slam Christian Juhl’s claim brands ‘avoid news’: ‘Completely out of hand’

Trending News
22nd Jul

The digital shift of news publishing is well and truly established – for the benefit of readers and advertisers alike
The digital shift of news publishing is well and truly established – for the benefit of readers and advertisers alike

Trending News
21st Jun

University of Canberra’s 2024 Digital News Report is more cheer than fear.
University of Canberra’s 2024 Digital News Report is more cheer than fear.