Newsworks’ research and insight director Heather Dansie was joined by representatives from News UK and the Guardian in a series of worldwide virtual presentations proving news brand effectiveness for advertisers
Dansie presented Newsworks’ ‘Attention’ study to a worldwide virtual audience last month, sharing data that demonstrates a link between high-attention digital media and advertising effectiveness.
She told delegates: “We can see that ads on the news brand sites dramatically outperform other sites, with more than 40% more attention.”
Meanwhile, in a separate session, News UK strategic development lead Alessandra Corrado explained how its fully-consented first-party data offering Nucleus helps advertisers activate campaigns across the news publisher’s wide digital portfolio.
Using valuable audience insights, campaigns harnessing Nucleus’s intelligence processing capacity achieve maximum viewability, reduced wastage and scalable delivery.
Corrado explained: “This is what really allows us to unlock unrivaled category insights, build rich first-party audience segments, and consistently engage our audiences at their preferred touchpoints.”
Also presenting was the Guardian’s director of advertising James Fleetham, who explained how more streamlined advertising environments were producing more effective campaigns.
The news brand’s research created what it calls the ‘FAME index’, with sites featuring a more streamlined advertising space also reporting higher results across four different effectiveness metrics.
Fleetham called on advertisers to support formats that consumers enjoy using — both to improve relations with users and to boost their bottom line.
Read more from the day’s INMA masterclass presentations here.
