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Newsbrands' context drives profit for advertisers

Campaigns using UK newsbrands are 36% more likely to deliver very large profit growth and 85% more likely to generate customer acquisition, according to Peter Field's latest analysis of the IPA Effectiveness Awards.

Bucking the trend for short-termism within marketing, newsbrands are delivering long-term effects for advertisers which are important to brand success such as profit and penetration, according to marketing effectiveness expert Peter Field.

As part of Newsworks' ongoing commitment to exploring effectiveness in a changing media landscape, Field analysed winning entries from the past three IPA Effectiveness Awards to build on last year's IPA Databank study.

He found that campaigns using newsbrands are 43% more likely to deliver very large market share growth, 36% more likely to deliver profit and 85% more likely to drive customer acquisition. Additionally, activity in newsbrands is more than twice as likely to both deliver a reduction in price sensitivity and an increase in customer loyalty.

Field said: "We know that brands want to be associated with relevant and appropriate content - recent revelations about digital ad placements have underlined how important this is. Being in the right context, with the right content not only drives positivity towards brands, but also delivers quantifiable business effects for advertisers such as boosting profit and delivering new customers."

Phil Smith, director general of ISBA, said: "There is - quite rightly - a heightened interest in advertising context at the moment.  In the current climate this research serves as a timely reminder that proven media has an important role to play in brand safety, as well as delivering long-term business benefits for brands. It might be argued that digital media trading has become too focused on audience alone with not enough attention paid to the quality of the environment and this is likely to change in light of recent events."

Clare Peters, executive director and head of planning at Manning Gottlieb OMD, said: "We've always believed in the power of context at MG OMD. Context is such an important part of planning because the company you keep and the content surrounding your advertising sends strong implicit signals about your brand. The right context is also proven to drive effectiveness of advertising. The fact newsbrands can offer both great context and content is a very powerful combination."

Vanessa Clifford, Newsworks' chief executive, said: "This study is a continuation of the body of work we started last year. In order to fully understand and utilise newsbrands' effectiveness potential we will be continuing to explore, update and inform on what unique benefits newsbrands have for advertisers."

View research and downloadable presentations

Methodology

Field analysed data from the past three IPA Effectiveness Awards - in 2012, 2014 and 2016. The results above are based on 108 UK cases. Success is measured by the delivery of a range of short and long-term business effects.

For more information, please contact:

Lydia O'Neill, communications executive, on 0207 747 2131 or lydia.oneill@newsworks.org.uk
Vanessa Clifford, CEO, on 0207 747 2138 or vanessa.clifford@newsworks.org.uk

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