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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.

Trending News
20th May

Roy Morgan: Written News reaches 97% of Aussies.
Roy Morgan: Written News reaches 97% of Aussies.

Trending Media Release
20th May

Written news maintains staggering 97 per cent reach and delivers deep, frequent audience engagement.

Readership figures from Roy Morgan show written news reaches 97% (or 21.5M) of Australians aged 14+ each month.

Written news maintains staggering 97 per cent reach and delivers deep, frequent audience engagement.

Readership figures from Roy Morgan show written news reaches 97% (or 21.5M) of Australians aged 14+ each month.

Trending News
13th May

‘News’ is so much more than print: Lyons, Whitnall, Colter
‘News’ is so much more than print: Lyons, Whitnall, Colter

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7th May

An interview with Aimie Rigas, Director of Audience Growth, Publishing at Nine.
An interview with Aimie Rigas, Director of Audience Growth, Publishing at Nine.

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6th May

Great news in the Australian television and media survey
Great news in the Australian television and media survey

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24th Apr

Contextual advertising and total news publishing are the perfect match
Contextual advertising and total news publishing are the perfect match

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22nd Apr

Let’s engage with the death of third-party cookies
Let’s engage with the death of third-party cookies

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18th Apr

Publishing & News 101 comes to Brisbane
Publishing & News 101 comes to Brisbane

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11th Apr

The biggest misconception about News Publishing according to media agency leaders
The biggest misconception about News Publishing according to media agency leaders