"Next generation adtech is offering an answer - by tapping into how, not just where, they digest news. The hype around social platforms means it's easy to assume that's where brands should focus their attention. But audiences spend 66% of their time on the open internet, largely because they trust the quality and relevance of its content. And that's not just good news for advertisers: maintaining quality news content is vital for a healthy democracy."
"News publishing is coming up against its own share of negative headlines. Fragmenting channels, brand safety fears, referral traffic drop offs and a focus on performance marketing channels are all challenging the industry. As is the rise in mobile and online video consumption on social platforms, especially among Gen Z. Advertisers are responding by shifting their focus to walled gardens. Fifty-two percent of ad dollars are spent on social media campaigns compared to 48% on the open internet."
Audiences spend 66% of their time on the open internet due to trust in content quality and relevance, supporting both advertising outcomes and democratic information. News publishers face channel fragmentation, brand safety concerns, referral traffic declines, and pressure from performance marketing. Mobile and online video consumption, especially among Gen Z, is rising. Advertisers are shifting budgets toward walled gardens, with 52% of ad dollars on social media despite social ad costs rising 61% on average. Ads on traditional news sites capture more attention and can deliver a 77% boost in brand performance. Vertical video and next-generation adtech can convert news inventory into engaging media environments.
Read at The Drum
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