"This fear is completely misguided. Ads placed next to stories covering politics or crime perform just as well as ads next to business, sports, or entertainment stories, according to Stagwell's Future of News APAC News Advertising Study conducted among 9,876 adults across Singapore, Hong Kong, Japan, and Vietnam. The study, which tested four different localized real brand ads placed next to six types of real news content, found there is unequivocally no difference in key brand reputational metrics - like purchase intent, favorability, and trustworthiness - between ads placed adjacent to supposedly "not brand safe" content and "brand safe" content."
"Not only is there virtually no risk in placing ads next to news stories, but brands are also foregoing the opportunity to reach a premium audience. 21% of adults in the Asia-Pacific (APAC) region are "news junkies" - individuals who follow news very closely, checking the news an average of 7.2 times per day and reading an average of over 9 news articles daily. Nearly three in four APAC adults say they follow the news closely. And 9% of them are exclusive news junkies who only follow news very closely, not sports nor entertainment."
Fear of brand safety has limited marketers and diverted advertising dollars from quality news publishers, despite evidence of negligible reputational risk. Stagwell's Future of News APAC News Advertising Study tested four localized brand ads adjacent to six types of real news content among 9,876 adults across Singapore, Hong Kong, Japan, and Vietnam and found no measurable difference in purchase intent, favorability, or trustworthiness between "not brand safe" and "brand safe" placements. No brand safety issues emerged across key demographics, including news junkies, Gen Z, millennials, and university-educated adults. News junkies account for 21% of APAC adults and represent a highly educated, urban, working audience.
Read at South China Morning Post
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