What is the story about?
What's Happening?
A recent opinion piece argues that brand advertising on news sites is essential despite concerns over brand safety. The article highlights that 'news junkies' are a valuable demographic for advertisers, showing higher purchase intent and brand trust. It criticizes outdated blocklists that prevent ads from appearing next to certain keywords, leading to missed opportunities. The piece emphasizes that advertising within news platforms yields higher returns compared to other media channels, and the number of exclusive news consumers is growing, representing an expanding target audience.
Why It's Important?
The significance of this development lies in the potential impact on digital marketing strategies. Brands that avoid advertising on news platforms due to safety concerns may miss out on engaging with a high-impact audience. News consumers tend to have more money and education, making them attractive targets for advertisers. The article suggests that the fears surrounding brand safety are overblown, and evidence shows no difference in brand reputational metrics between ads next to sensitive content versus other types of stories. This could lead to a shift in how brands approach advertising, potentially increasing their investment in news platforms.
What's Next?
Brands may reconsider their advertising strategies, potentially increasing their presence on news sites. As the number of exclusive news consumers grows, marketers might explore new ways to engage this audience. The article encourages chief marketing officers to treat news on an equal playing field as sports and entertainment, suggesting a minimum media buy to test the effectiveness of ads on news platforms. This could lead to a broader acceptance of news sites as viable advertising channels.
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