The study shows advertising placed in news media is very effective in building long-term brand awareness
With implications globally, the research carried out by Australia’s ThinkNewsBrands and Benchmark Series shows that recall for both print and digital news brands was much more effective than the run of the internet. Print and digital news ad spend combined also generated 3.5 times greater brand lift.
Speaking about the possibility of trust playing a factor in strong brand recall in news brand advertising, Newsworks’ research and insight director Denise Turner said: “Readers actively choose to engage with the content. It’s where they go to understand the why behind the what, and what it means for them. And trust is a key driver of success for brands that choose news brands.
“We’ve seen that in a number of studies we’ve carried out, and it’s particularly the case since the pandemic. We know for instance that 66% of people said they value journalism more since the pandemic, and that’s even higher for younger people.”
Read more about this from Print Power here.