"NEW YORK - 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.""
Stagwell Global hosted the inaugural "NewsFronts" event in New York on Oct. 16 to connect news organizations with potential advertisers. The daylong gathering featured panels and presentations by Gannett | USA TODAY Network, The New York Times, and nearly two dozen other news organizations. Executives emphasized new opportunities from AI and an increased focus on video storytelling as ways to help brands reach consumers. Stagwell sought to ease advertiser concerns about brand safety and proximity to controversial or sensitive news. Mark Penn cited a study of 50,000 people showing that ad placement beside various news topics did not affect consumer impressions of brands. The event used an upfronts-style format to showcase news offerings and attract advertising dollars.
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