In his column for INMA, Newsworks communications manager Lewis Boulton explores how advertisers are using format and space across publishers’ platforms to elevate their campaigns
I’ve said it before, but I’ll say it again: the fact I’m able to spend time looking for great news brand advertising to share is something I’ve always enjoyed about my job.
Whether it’s exhibiting the very best examples at our Newsworks Awards or looking out for material for our weekly stand-out ad galleries, it’s a joy to stumble across something that raises an inquisitive eyebrow, makes me chuckle, or has me gesticulating at my screen to a bemused colleague.
But with brilliantly eye-catching campaigns making our galleries every week, what makes an ad truly stand out in 2023?
Witty contextual ads and stunning visuals will always get a thumbs up from me, but in an unbelievably competitive market for consumers’ attention, how can advertisers cut through with innovations that make readers take notice? Where might brands be able to go the extra mile?
These past few months, I’ve been struck by brands’ capacity to lean more into making the most of format. On the printed page or the Web page, the campaigns really capturing my interest are those using the space they find themselves in to surprise, inform, and entertain, subverting readers’ expectations and inviting them to participate.
See which examples Lewis chose in his column here.
