Look, we get it. Your client expects to be in the most relevant advertising environments, reaching millions of consumers in places that turn marketing investment into ROI. Now more than ever, your client’s campaign has to be efficient to be effective. So why, when 70% of ad spend now flows toward low-attention media, do you continue to block high-attention environments that deliver?
If you haven’t checked your keyword blocklists recently, you could be missing out without even realising it. Including words like ‘shoot’, ‘attack’ and ‘murder’ do make sense during a sensitive news story but putting them on blunt blocklists means missing out on the millions reading about the World Cup or The Traitors. In short, the stories Britain’s talking about are in trusted advertising environments — and you’re not there.
We’re not telling you to put your entire budget into high-attention media; there’s no one-size-fits-all in the media mix. But the numbers around news brands are hard to ignore. 23 million people read them every single day — brands whose readers value their journalism more than ever, up 20% year-on-year. And when 77% of World Cup fans are news readers, blunt keyword blocklists are pulling your campaign from the biggest cultural moment of the year.
The clincher? By blocking news brands, your campaign is missing out on an 48% uplift in profit growth, the difference between advertisers who use them and those who don’t. That’s what we call value for money.
Read more about ad blocking’s effect on journalism and advertising.
