News & Opinion

Wavemaker's Emma Dibben on newsbrands' resurgence

Writing for Campaign, Wavemaker’s head of print brands and partner engagement explains why newsbrands have much to be optimistic about in 2019.

With Brexit just two months away, Dibben highlights the role that newsbrands play in a "chaotic world", saying: "Clarity is what newsbrands will bring to political and economic uncertainty, along with increased engagement."

Citing Newsworks' 'Planning for Profit' study and 'Value of quality' research with GroupM, as well as the launch of PAMCo, Dibben draws attention to "decisive moments" where the industry has delivered "critical evidence required for potential success".

As she puts it: "Newsbrands have established that they are synonymous with high-quality and viewable inventory at scale. The groundwork and collaboration of the past two years is in place, and this year the stakeholders will continue to realise the opportunity."

With a refocusing on the value of context and quality inventory in advertising, paired with a growing "consumer appetite to pay for quality journalism", Dibben concludes that "there is much to be optimistic about in 2019".

Meanwhile, Robin O’Neill also points to the value of quality in the digital environment via a Campaign contribution addressing online trends. GroupM UK's managing director of digital trading cites the company's joint research with Newsworks as evidence that "that there is a positive correlation between the quality of the environment in which our clients' ads are delivered and shifts in brand metrics".

The research shows that ads in a quality online environment are 42% more cost-effective for advertisers, 58% more likely to be 100% in-view for at least five seconds (Group M's global viewability standard) and 273% more likely to elicit a user hover. 

O’Neill adds: "Premium placements also produced stronger response rates across the board, with double-digit percentage increases for brand awareness, ad recall, perception and recommendation intent." Find out more about the research. 

Read the Campaign article here.

by Jessie Sampson 10/01/19

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