Adverts carry out equally properly whether or not they’re positioned alongside brand-safe or unsafe content material on information web sites, in response to analysis.
The examine, carried out by analysis and consulting agency HarrisX, used a panel of customers to check model advertisements positioned subsequent to information tales, together with “secure” (spanning sports activities, leisure and enterprise) and “unsafe” content material (overlaying topics similar to Nigel Farage, crime, the Center East, Sir Keir Starmer and inflation).
The examine, unveiled at Marketing campaign Reside within the Metropolis of London, examined panel members’ responses throughout buy intent, favourability and model picture and located this didn’t range in response to the information articles.
Jack Miles, senior analysis director at HarrisX, informed delegates that the outcomes countered perceptions that information websites have been excessive threat for manufacturers.
“High quality journalism and types that work with them have a possibility to thrive,” he stated.
Miles stated if manufacturers didn’t promote on information websites, they contributed to a “vicious cycle” of declining information revenues, much less sources in newsrooms, journalism turning into extra “clickbait-y”, the proliferation of disinformation and a decline in high quality journalism.
“Adverts carried out equally properly whether or not they have been positioned alongside brand-safe or un-brand-safe tales,” he stated.
Throughout a dialogue on the way forward for information, Paul Gayfer, chief technique officer at Goodstuff, emphasised the affect of context on promoting.
“We’re studying extra in regards to the energy of context, going past attain and promoting,” he stated.
“Contemplate the implicit alerts your media plans give off, what the standard of the content material and the location are saying in regards to the model.”
Gayfer flagged the rise of “divisive information” as an space of concern. “It’s turning into extra clickbait-y. There’s a hazard if we proceed to push a divisive agenda.”
He added: “Take into consideration the media surroundings we wish sooner or later and the way we’re going to fund it.”
