Calling all agencies!
Hopefully this report tackles the myths and misperceptions of young people’s engagement with news brands.
- Engagement with news across all platforms online is high — higher than currently perceived.
- Fake news and truth matter to young people. News brands are a source of truth when fake news online is rife.
- Young people engage with a diverse breadth of news content. Whatever your audience’s interest, they will be engaging with news brands.
- Young people aren’t one homogenous demographic. Their reading patterns are nuanced and complex.
- News environments influence retail browsing and decision making, meaning they are perfect environments for advertisers.
Agencies can use news brands to engage with young people by:
- talking to media programmatic teams to better target young people on news brand platforms.
- talking directly to news brands who, with their first-party data, can reach and engage their young readers better than anyone.
- talking to clients to show them the value news brands offer young people as trusted, brand-safe environments with influence.
