In 2023, more than one-third of brands entirely excluded news from their marketing mix, driven largely by concerns over brand suitability. This "fear of the screenshot" looms large - one misstep and a brand's ad could be captured next to controversial or unsuitable content, quickly spreading across social media and causing reputational damage.
Despite these concerns, news remains a highly engaged medium. According to recent Stagwell research, 75% of U.S. consumers read three to four news stories per day, with avid news readers making up 25% of the total U.S. population.
These readers are discerning. They pay close attention to the content they engage with and the advertising alongside it. The same qualities that make this audience attractive to advertisers - affluence, education, connectivity and curiosity - also mean they understand that an ad's placement next to a news story doesn't imply endorsement of that topic.
Research shows that 84% of news consumers believe advertising within news environments increases or maintains brand trust. Brands that recognize this dynamic see the payoff, with some experiencing a 55% increase in click-through rates when advertising on trusted news platforms.
Collection
[
|
...
]