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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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Trending Media Release
23rd May

Total News readership continues to grow

Total News readership is up 0.9 per cent for the 12 months to March 2022 as news continues to reach 97 per cent of Australians over the age of 14.

Total News readership continues to grow

Total News readership is up 0.9 per cent for the 12 months to March 2022 as news continues to reach 97 per cent of Australians over the age of 14.

Trending News
6th Apr

Increase in readership and advertising revenue highlights the successful evolution of Total News

In recent years we have witnessed an incredible evolution in media. Traditional notions of media formats and channels have blurred.

Increase in readership and advertising revenue highlights the successful evolution of Total News

In recent years we have witnessed an incredible evolution in media. Traditional notions of media formats and channels have blurred.

Trending Media Release
16th Mar

Australian publishers forge partnership with REDcycle, launch advertising campaign

Ahead of Global Recycling Day on March 18, Australia’s major publishers have created a partnership with REDcycle further elevating the industry’s green credentials.

Australian publishers forge partnership with REDcycle, launch advertising campaign

Ahead of Global Recycling Day on March 18, Australia’s major publishers have created a partnership with REDcycle further elevating the industry’s green credentials.

Trending Media Release
28th Feb

Total News readership increases in all states, reaches 97% of adult population

The latest release of Total News readership shows news is holding strong with 20.4 million Australians consuming news in a four-week period, an increase of 0.9 per cent compared to the same period last year.

Total News readership increases in all states, reaches 97% of adult population

The latest release of Total News readership shows news is holding strong with 20.4 million Australians consuming news in a four-week period, an increase of 0.9 per cent compared to the same period last year.

Trending News
31st Jan

The power of news: How an integrated campaign drove awareness and consideration for MYOB at tax time

A cross-platform news advertising and content initiative helped MYOB amplify its message and cut through the noise at tax time, enabling the business management platform to engage SMEs, deliver brand lift and drive longer term conversion.

The power of news: How an integrated campaign drove awareness and consideration for MYOB at tax time

A cross-platform news advertising and content initiative helped MYOB amplify its message and cut through the noise at tax time, enabling the business management platform to engage SMEs, deliver brand lift and drive longer term conversion.

Trending News
23rd Nov

Targeting under 40s? It’s time to wake up to news

Every week, more Australians under the age of 40 engage with news than any other channel – including social media. Here’s why agencies should plan campaigns to include news as a channel.

Targeting under 40s? It’s time to wake up to news

Every week, more Australians under the age of 40 engage with news than any other channel – including social media. Here’s why agencies should plan campaigns to include news as a channel.

Trending News
3rd Nov

The Youth Chapter reports 90% of under 40s engage with news every month

A new report released by ThinkNewsBrands, The Youth Chapter, draws on Roy Morgan data and provides a detailed analysis of Total News consumption for the under 40 demographic.

The Youth Chapter reports 90% of under 40s engage with news every month

A new report released by ThinkNewsBrands, The Youth Chapter, draws on Roy Morgan data and provides a detailed analysis of Total News consumption for the under 40 demographic.

Trending Media Release
1st Nov

Nine in 10 under 40s engage with news every month, more than any other channel

A new report, The Youth Chapter, debunks the myth that young Australians don’t engage with news.

Nine in 10 under 40s engage with news every month, more than any other channel

A new report, The Youth Chapter, debunks the myth that young Australians don’t engage with news.

Trending News
29th Oct

Mi3 Podcast: Where audiences have shifted post-Covid

Editors at The Age, The Australian, The Herald and The West Australian on where audiences have shifted post-Covid – and the rich pools advertisers should be fishing in

Mi3 Podcast: Where audiences have shifted post-Covid

Editors at The Age, The Australian, The Herald and The West Australian on where audiences have shifted post-Covid – and the rich pools advertisers should be fishing in