WARC’s updated primer on the profit-boosting power of news brands uses the latest Newsworks research
After mentioning Newsworks’ 2018 effectiveness research project ‘Planning for Profit’, WARC’s report says: “An update… in 2021 by Newsworks and Omnicom Media Group’s Benchmarketing claimed that, over the last three years, UK advertisers have achieved a £268 million profit boost by investing in news brands.
“The report forecasts that increased profit from news brand investment will rise by up to £1 billion by 2025.”
The research encourages advertisers to optimise their ad spend in news brands to unlock bigger profit returns on investment. Failure to do so “was having negative results for brands, who were missing out on £3 billion in potential profit” in 2018, says WARC’s report, quoting findings from ‘Planning for Profit’.
‘The Bottom Line’, released in October, also features a profit calculator allowing advertisers to optimise their spend according to the size of their budget and their market sector. A special report on what the findings mean for retailers can be found here.
Read the full WARC report here, which also discusses news brands’ strengths in trust, business impact, recognition, attention and more.