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Why trusted sources are critical for insurance buyers

The COVID-19 crisis has led to significant changes in customer behaviour across many industries, and there is a high likelihood these changes will last well into the future.

But for many Australians, COVID-19 is just the latest in a series of crises that have experienced along with unprecedented droughts, floods, and bushfires.

Such events have dominated the news cycle for the past year, creating conditions that are disrupting people’s loyalties and behaviours, in much the same way as happens during major life events such as moving to a new house or having a baby. This disruption is prompting consumers to review their existing insurance policies and approach renewals with a different mindset.

A challenge and an opportunity for insurers

Recent research conducted by Enhanced Media Metrics Australia (emma) found the percentage of people who intend to seek a new provider almost doubled between December 2019 and June 2020, rising from 3.8 per cent of policyholders to 5.7 per cent.

Although this percentage might sound small, according to APRA data, it represents more than $430 million in premiums revenue.

For insurance brands, this behaviour change creates a challenge to ensure they don’t lose existing policyholders, but also an opportunity to win new business. In either case, the requirement is for brands to be present in the right location with the right brand message when individuals are considering whether to retain or switch providers.


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Trending Media Release
2nd Aug

Nicholas Gray appointed Chair of ThinkNewsBrands board

Industry organisation appoints top news executives as chair and new board member.

Nicholas Gray appointed Chair of ThinkNewsBrands board

Industry organisation appoints top news executives as chair and new board member.

Trending News
28th Jul

News advertising outperforms Facebook, YouTube

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.

News advertising outperforms Facebook, YouTube

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.

Trending Media Release
26th Jul

Advertising in news outperforms Facebook and YouTube

The latest findings from The Benchmark and Payback Series show advertising in news is more effective than advertising on social media platforms.

Advertising in news outperforms Facebook and YouTube

The latest findings from The Benchmark and Payback Series show advertising in news is more effective than advertising on social media platforms.

Trending News
23rd Jun

Is bad news really bad news for your brand?

While a number of brands and their agencies see bad news as a brand safety issue, according to Dr Duane Varan CEO of research firm MediaScience, this context does very little to damage brands. In fact, it’s much more likely the juxtaposition has a positive effect.

Is bad news really bad news for your brand?

While a number of brands and their agencies see bad news as a brand safety issue, according to Dr Duane Varan CEO of research firm MediaScience, this context does very little to damage brands. In fact, it’s much more likely the juxtaposition has a positive effect.

Trending News
19th May

Peter Field says the evidence to invest in this channel is “unarguable”

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.

Peter Field says the evidence to invest in this channel is “unarguable”

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.

Trending Media Release
22nd Apr

Industry to move to a Total News metric

ThinkNewsBrands has today announced the appointment of Roy Morgan to oversee news readership measurement from 1 July. As part of this decision, emma will be retired.

Industry to move to a Total News metric

ThinkNewsBrands has today announced the appointment of Roy Morgan to oversee news readership measurement from 1 July. As part of this decision, emma will be retired.

Trending News
22nd Mar

Changing CMO perceptions of news as an advertising platform

Following new research into the effectiveness of news as an advertising channel, Vanessa Lyons says marketers need to rethink their media mix – because 10 million Australians are paying attention every day of the week.

Changing CMO perceptions of news as an advertising platform

Following new research into the effectiveness of news as an advertising channel, Vanessa Lyons says marketers need to rethink their media mix – because 10 million Australians are paying attention every day of the week.

Trending News
22nd Mar

Busting the myths of news reader engagement

News is a fundamental part of the day for many Australians, with more than 10 million people engaging with news on any given day, online and in print.

Busting the myths of news reader engagement

News is a fundamental part of the day for many Australians, with more than 10 million people engaging with news on any given day, online and in print.

Trending News
15th Mar

ThinkNewsBrands ‘landmark’ research finds ads next to news have higher recall

Brands with ads running in newspapers are remembered 8.5 times better, a ThinkNewsBrands study has found, with unprompted recall of 34% compared to 4% for ‘run of the internet’ ads.

ThinkNewsBrands ‘landmark’ research finds ads next to news have higher recall

Brands with ads running in newspapers are remembered 8.5 times better, a ThinkNewsBrands study has found, with unprompted recall of 34% compared to 4% for ‘run of the internet’ ads.