Writing for The Media Leader, Bountiful Cow’s head of strategy Jessica Treasure makes the case for investing in attentive, quality news brands
Brand safety technology is unintentionally blocking up to 40% of high-quality news content from carrying ads, often because simple keywords, like “attack” in football, are flagged as unsafe.
“Not only do we believe news is effective,” says Treasure, “but we also noticed that agencies and brands were using ad blockers to prevent their ads from appearing on the most attentive content across quality news sites.”
Treasure calls this ludicrous, but explains how Bountiful Cow used this as a major advantage for clients. Bountiful Cow’s tool – ‘Relative Advantage: Unblocked’ (developed with Double Verify and Ozone) – enabled the agency to buy ‘unsafe’ content across quality news sites to deliver impressive results.
Key findings from Newsworks’ Attention research shows that news brands deliver significantly higher attention, stronger brand uplifts, and rising campaign effectiveness.
Treasure asks whether planners and marketers “have missed how attentive quality news is, in favour of other, sexier channels? Do the tech giants have our ear and dictate too much of the plan?”.
Read the full Media Leader article here.
