More and more advertisers are harnessing the power of multiple platforms in their news brand partnerships, writes communications manager Lewis Boulton for INMA
Put simply, multi-platform news brand campaigns pay off for advertisers. Anyone still sceptical should take a look at figures found by effectiveness doyen Peter Field using his IPA databank research last year.
For example, there was a 15 percentage point leap in trust-building for ads between 2018 and 2022 using two platforms versus those just using one.
UK advertisers are listening: With news brands’ portfolio of platforms growing both more extensive and sophisticated in what they can offer, ever more agencies, advertisers, and publishers are collaborating on cross-platform campaigns that break the boundaries to inform and entertain readers.
Interestingly, this increasing move toward a multi-platform approach is being matched by growing numbers of brand partnerships making use of diverse environments to speak to readers. In what might have originally just been a full-page editorial piece or a double-page ad feature, brands are now supplementing those print campaigns with audio, video, dynamic digital long-reads, and more.
See which examples of innovative brand partnerships Lewis chose in his column for INMA.
