Effectiveness
Is a hard news environment harmful for my brand? Can news brands and social media work together in the same campaign? Can we talk about investment levels?
In this section we’ve tackled all your important questions. From brand trust to profit growth, our wide-ranging research projects provide you with all the insight and evidence you need to prove the effectiveness of news brands, all easily added to any presentation. Can’t find what you’re looking for? Get in touch with our insight team.
If you’re looking for downloadable decks with stats to steal, you can download our ‘Intro to news brands‘ deck or our ‘5 reasons why news brands can power up your planning’ presentation.
Return on investment
Advertisers are seeing more positive and longer-term business effects when they invest in news brands, with significant impacts on key business drivers such as market share, pricing and profit. By building trust and quality with their engaged readers, news brands can drive strong profit growth for brands.
74%
Campaigns using news brands are more 74% more likely to deliver market share growth 1
£3bn
Brands are missing out on £3 billion of campaign profit by underinvesting in news brands 2
58%
Campaigns using news brands are 58% more likely to deliver profit 3
1 IPA Databank study 2021, Peter Field & IPA Databank
2 Planning for Profit, Benchmarketing
3 IPA Databank study 2021, Peter Field & IPA Databank
Trust
News brands are champions of truth and fairness. They provide a medium for journalists to hold those in power to account and promote the plights of those who have no voice.
Simultaneously, they provide advertisers with direct access to an incredibly engaged audience in an effective and trusted environment, with more channels to utilise than ever before.
80%
News brands increase the trust effects of online video by 80% 1
70%
believe a world without journalism would harm democracy 2
65%
of people trust the government content they see in news brands 3
1 IPA Databank study 2021, Peter Field & IPA Databank
2 World Without News, Office of Ideologies, Map the Territory and Tapestry 2020
3 BVA/BDRC 2020/2021 for Team Nation government campaign
Engagement
The opportunity for brands to make a real impact has never been better than in news brands. With the rise of fake news, misinformation and disinformation across other mediums, news brands have seen record numbers of people relying on them for trusted information and analysis.
1.4x
Average ad dwell time is 1.4 times higher in a hard news environment in news brands 1
50%
Engagement is 50% higher on premium editorial sites than during general free browsing 2
1.8x
Adding newspaper readership to a predictive model of people’s attitudes to politics, risk, and success makes it 1.8x as effective as using demographics only 3
1 The Hard News Project, Neuro-Insight, 2019
2 The Hard News Project, Neuro-Insight, 2019
3 Come Together, Flamingo and Tapestry, 2021
Downloads
Top reasons why advertising in news brands works
Take a look at our introductory slides to see some key stats on news brands and understand why you should use news brands in your ad campaign.
