Held at the Ham Yard Hotel on 3 July 2018, Newsworks’ third annual Effectiveness Summit explored the value of newsbrands’ quality context and debuted the results of a major joint project conducted with GroupM.
Highlighting the importance of digital online contexts, Newsworks’ CEO Vanessa Clifford opened the event and summed up the theme of the morning by telling delegates that “not all digital is equal… we need to stop using it as a catch all”.
Keynote Richard Madden of BBH followed with the four things that keep him up at night: the trust deficit, our decreasing attention spans, the worship of immediate effect over longer term change and the rise of machines. As he put it: “Newsbrands alone aren’t the answer… but if they are not part of your answer then you should ask yourself why.”
Up next was a wealth of evidence as to why newsbrands are an effective solution for advertisers looking to reach engaged audiences in a quality context.
Lumen’s Mike Follett and Unruly’s Becky Waring explored the performance of video ads on newsbrands’ sites, while Shaun Austin and Adele Gritten from Future Thinking presented the interim findings of a study into newsbrands’ role in strengthening ad campaigns and changing people’s behaviour.
British Gas’ Patrick Smith and Lumen’s Mike Follett shared a case study demonstrating how digital newsbrands captured attention and drove sales for the energy supplier and Newsworks’ Denise Turner gave an overview of our latest project with Benchmarketing, Planning for Profit.
Finally, GroupM’s Robin O’Neill took delegates through the key findings from a ground-breaking new study between GroupM UK, Newsworks and Newsworks’ stakeholders, which proves the value of quality online advertising environments.
