In a column for InPublishing, Newsworks CEO Jo Allan explores what news brands offer when advertisers reassess keyword blocking practices as part of their brand safety policies
News brands offer advertisers a “compelling” opportunity over the next 12 months, Allan writes: “Scale. Engagement. Trust. Relevance. Innovation. And of course, quality journalism.”
An election year in 2024 gave news brands ample opportunity to demonstrate why an overwhelming number of Brits understand the value of trusted journalism. This also extends to younger adults — Newsworks’ recent ‘Youth’ study showed that young Brits engage with news brands with higher frequency and greater diversity than prevailing industry myths suggest.
Coupled with evidence from Peter Field’s analysis of the IPA Databank showing the growing correlation between trust in news brands and advertiser profit growth, Allan argues the case for news brands is strong: “Increasingly relevant… to young and old. Trusted… by millions. Engaging… with engaged large-scale audiences. Valued… and highly valuable to advertisers.”
Despite this, advertising blocklists and the persistent worries about perceived brand safety issues remain a threat to trusted journalism.
“It means advertisers are blocked from reaching highly engaged and profitable audiences who value and trust the journalism they consume”, Allan writes.
While she feels encouraged by growing calls across the ad industry to address this issue, she believes more must be done to make a tangible difference: “We have to work harder together to change this carte blanche approach to blocklisting. We need to get back to a world where context is key.”
Jo Allan’s full column appears on the InPublishing website.
