The public\u2019s perception of news may not be at a high-water mark, but recent research out of IPG\u2019s MAGNA unit, in partnership with Disney\u2019s Ad Sales unit, indicates that news content still delivers value for advertisers because of the way news is valued by consumers.<\/p>\n
In a study titled \u201cNo News is Bad News: Ads in News & Other Types of Content,\u201d the bottom-line finding is that the source of the news a brand appears in is more important than the content around the ad. In other words, quality and reputable journalism \u2014 what Joshua Lowcock, and global brand safety officer with IPG Mediabrands and chief digital officer, UM, calls \u201cCapital J journalism\u201d \u2014 can help a brand resonate better, and in turn brands should consider supporting reputable journalism to a greater degree.<\/p>\n
It\u2019s no coincidence that this sentiment comes at a time when the public has been hungry for pandemic-related information and news. News viewers are \u201ca smart and curious audience, who are interested in learning about the world around them. Tailoring your message accordingly matters and trustworthiness matters,\u201d said Asaf Davidov, vp of measurement and insights, Disney Ad Sales. Likewise, news content \u201cis just as effective as non-news content, and in some instances more impactful because you\u2019re aligning yourself with trustworthiness as a pretty important component,\u201d he added.<\/p>\n