"From new opportunities offered by AI to an increased focus on video storytelling, news remains a key way for brands to connect with consumers despite concerns that some may turn away from controversial or sensitive content. That was the main message of the inaugural "NewsFronts" event hosted by marketing services company Stagwell Global on Oct. 16 to bring together news organizations with potential advertisers."
""We set up an initiative to make sure advertisers were giving news a fair shot," he said in an interview with USA TODAY. "We did this study of 50,000 people (showing) them the ads in different stories. A Biden story, a Trump story, a Mideast story, a sports story. And it didn't really make any difference. So this whole... idea that people will impute to your brand the news next to it was never true.""
"The daylong gathering in New York City featured panels and presentations by representatives of Gannett | USA TODAY Network, The New York Times, and nearly two dozen other news organizations seeking to spark the interest of brands whose advertising dollars can boost the bottom line of an industry navigating the rapidly changing ways people consume news. Gannett | USA TODAY Network, along with many of the presenting organizations, is a partner of Stagwell."
News continues to provide a direct avenue for brands to connect with consumers, with artificial intelligence and video storytelling creating new advertising opportunities. A New York gathering brought together nearly two dozen news organizations and potential advertisers to showcase news platforms and encourage ad investment. Organizers aim to address advertiser concerns about brand safety and adjacency to controversial or sensitive stories. A study of 50,000 people showed that ad placement beside political or international stories had little effect on brand perception. Partnerships between media companies and marketing firms are being used to reassure advertisers and attract spending.
Read at USA TODAY
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