"DoubleVerify, a leading software platform to verify media quality and optimise ad performance, surveyed 1,970 marketers globally to explore their attitudes and investment decisions related to news content, and the majority of respondents reported that inventory in news environments outperforms campaign baselines. The research highlights the opportunity that news presents for marketers looking for high-performing, cost-effective media, and builds on previous DV research indicating that consumers actively value brands that support news content by advertising alongside it."
"News inventory outperforms other environments: 60% of marketer respondents said advertising placed in news environments performs better than campaign baselines, and 27% said it performs on par with baselines. Just 11% of respondents found that news inventory performed below average compared with other media. News environments are considered "suitable" for advertising: A tiny portion of marketers - just 1% - said they consider all types of news content to be unsuitable for advertising."
Surveyed marketers report strong performance for ads placed in news environments, with 60% saying news inventory outperforms campaign baselines and 27% reporting parity. Only 11% found news underperforms relative to other media. A very small share (1%) considers all types of news content unsuitable for advertising, though suitability assessments vary by adjacency to different news topics and pages. Fifty-three percent of marketers currently invest in news content and a further 28% intend to invest. Advertisers note barriers to additional investment primarily include concerns about negative news and controversial topics. Certain brand verticals show higher propensity to invest in news.
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