News & Opinion

New research calls on advertisers to put their ad spend into quality rather than quantity

Newsworks launches its research ‘Mental availability in the digital age’, together with research and strategy company house51.

Denise Turner, Newsworks’ insight director, and Ian Murray, house51’s co-founder, presented the study to an audience of marketers and media professionals in Manchester.

The study demonstrates how crucial it is for brands to build ‘mental availability’ – the ability of a brand to register on a customer’s mental radar – to encourage people to buy a product/service. 

To do this, consumers need to experience brands in trusted, quality environments. This is where journalism comes in, as it offers advertisers this at scale.

A stellar line-up of guest speakers followed, including MD at PHD Manchester Jon Kershaw and The Ozone Project’s Chief Revenue Officer Craig Tuck, all discussing the research’s impact on brands and media owners.

At a time when people are calling for more trusted content, Tuck called out the paradox that still exists where news brands still have to “fight harder” to encourage investment in advertising spend as money is wastefully spent and lost in the ecosystem. 

Kershaw added that more needs to be done to shift from what is efficient to what is effective. He echoed the panel’s stance on the importance of understanding context and trust as key drivers of results and the need to fund marketing in spaces where the right audiences actually exist.

Want to know more about the research? Download it here.

Hannah Ohm Thomas 12/02/20

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