Russia’s war on Ukraine is forcing advertisers to think long and hard about where is and isn’t acceptable for their ads to run. As a result, news publishers are not seeing ad revenues grow despite upticks in traffic.
It’s a familiar dilemma: its most in-demand content can see corresponding advertising fees rates drop by as much as a fifth as advertisers prioritize caution over civic responsibility, according to Digiday sources.
The crisis in Ukraine is also unfolding with a new lens on brand safety that advertisers have put on during the pandemic.
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Joshua Lowcock, global chief media officer at IPG’s UM Worldwide, said his counsel to clients who ask (UM’s clients include Behr paints, Grubhub, Enterprise Holdings and retailer H&M) is to “stay on quality, legitimate news” content. “We continue to encourage clients to support journalism and news. No one is hitting pause on spending given [that] the invasion hasn’t resulted in domestic stay-at-home orders, close of retail trade, to name a few.”
Read more on Digiday.