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.
Contact us for media enquiries
Related News
At a time when misinformation and mistrust over Covid-19 are eating into public confidence, Coles has recognised the importance of established publishers as a key conduit for its advertising spend.
At a time when misinformation and mistrust over Covid-19 are eating into public confidence, Coles has recognised the importance of established publishers as a key conduit for its advertising spend.
ThinkNewsBrands has launched a campaign to showcase the power of advertising in news featuring top Australian marketers
ThinkNewsBrands has launched a campaign to showcase the power of advertising in news featuring top Australian marketers
ThinkNewsBrands, representing premium news publishers, has launched a campaign to showcase the power of advertising in news featuring Australia’s top marketers.
ThinkNewsBrands, representing premium news publishers, has launched a campaign to showcase the power of advertising in news featuring Australia’s top marketers.
The campaign features marketers from brands including Nissan, Samsung and Marley Spoon outlining how they have used news to great effect.
The campaign features marketers from brands including Nissan, Samsung and Marley Spoon outlining how they have used news to great effect.
To ensure trusted, reliable news remains available to us and the generations to come, advertisers and agencies have an important role to play.
To ensure trusted, reliable news remains available to us and the generations to come, advertisers and agencies have an important role to play.
The first release of readership figures produced by Roy Morgan for ThinkNewsBrands show news reaching 97% of the Australian population aged 14+.
The first release of readership figures produced by Roy Morgan for ThinkNewsBrands show news reaching 97% of the Australian population aged 14+.
In the first release of Total News readership figures produced by Roy Morgan, news reaches 97 per cent of the Australian population aged 14+.
In the first release of Total News readership figures produced by Roy Morgan, news reaches 97 per cent of the Australian population aged 14+.
Advertising across print and digital news platforms outperform Facebook and YouTube across a number of metrics, according to the latest findings from The Benchmark and Payback Series.
Advertising across print and digital news platforms outperform Facebook and YouTube across a number of metrics, according to the latest findings from The Benchmark and Payback Series.