Case studies

These advertising case studies showcase the best examples of newsbrand advertising across print and digital. Each campaign below demonstrates how newsbrands were used to deliver one of six communication roles:

Address an issue: focus on a specific issue or event

Build trust: consolidate or develop a brand's reputation

Change minds: change consumer opinion of a brand

Education & understanding: consolidate or develop a brand's reputation

Fame & stature: create the sense of brand momentum

Prompt action: cause consumer action, directly or indirectly impacting sales

Channel 4 – The Taste

How Channel 4 used newsbrand tablet editions to increase awareness and drive viewership of its new TV show, The Taste. 

January 2014 saw the launch of a new and unique food programme on Channel 4, 'The Taste' - an entertainment show with a competition format featuring judges Anthony Bourdain, Nigella Lawson and Ludo Lefebvre.

Channel 4 wanted to maximise linear viewing and reach ABC1 TV viewers, who were fans of food programming and competition-led entertainment shows. Tablet newsbrands were identified as a great way to reach this desired audience.

The key premise of the show was 'nothing matters but the taste', which was also used to shape the creative idea for the ad campaign. The interactive tablet ad, built by Adnostic, launched across newsbrand apps on Christmas Day 2013, featuring the judges. The tablet ad led to 88% viewing conversion on the day of launch.

Key findings:

  • 88% of viewing to the opening episode was on the day of transition
  • The profile of the series was more ABC1 than the slot (63% vs 49%)
  • The ad achieved over 1.3m views – across the Guardian, MailPlus, Observer, The Times, Sunday Times and Telegraph – and drove over 11,000 trail views

Tablet advertising the key metrics

Tablet advertising: the key metrics

First-stage industry norms for tablet advertising in newsbrands

745 News Stories from TouchPoints

News stories from TouchPoints

Using TouchPoints to look at the value of tablet newsbrand readers

Thomas pink

Thomas Pink

Winner of the Tablet Award at the Newsworks Planning Awards 2013

Channel 4 Paralympics

Channel 4 - C4 Paralympics

How a major newspaper campaign helped Channel 4 to drive awareness of its Paralympics coverage



How MSM was the first in its category to use newsbrands, including tablets, in a meaningful way



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