U.K. Study Shows Brands Can Confidently Advertise with News
Potential for Brands in News Advertising
Recent research from Stagwell (NASDAQ: STGW) has uncovered valuable insights regarding advertising alongside quality news content. This extensive survey involved over 20,000 British adults and highlighted how much the average person engages with the news. With 76% of the population closely following news and a considerable number checking it frequently, there’s a golden opportunity for advertisers to connect with a dedicated audience.
Understanding Audience Engagement
The latest findings reveal that a staggering 25% of British individuals check the news four times a day, creating a potent marketing scenario. Brands can engage these avid news readers effectively by placing their ads in relevant news contexts. This approach combats common misconceptions about brand safety in news environments—a significant concern among advertisers.
Insights from the Data
Stagwell's research, conducted in partnership with HarrisX, explores the performance of ads located next to serious news topics like politics and crime. Surprisingly, the study shows that these ads perform equally well as those beside lighter stories such as entertainment and sports. This indicates that brands should actively consider news platforms for their advertising strategies.
Key Findings in Detail
Mark Penn, Chairman and CEO of Stagwell, emphasizes the potential for brands in news advertising. He notes, "Our research continues to show brands should embrace advertising on news platforms rather than shy away from it." Some notable findings include:
- 76% of the population follows the news closely, which can yield significant audience engagement.
- 25% of people are classified as news junkies, consistently seeking fresh information multiple times throughout the day.
- Among critical demographic groups, such as Gen Z, purchase intent for brands succeeded by high-quality news articles is impressively high.
- Further, mothers—another key target audience—show a remarkable similarity in purchase intent, irrespective of the news context.
Leveraging Opportunities in News Advertising
Stagwell is committed to fostering conversations among advertisers about their investments in news media. These discussions will play a pivotal role at the upcoming Future of News summit hosted by Stagwell's EMEA headquarters. This initiative offers a platform for brands to explore innovative strategies for maximizing their reach within a captive audience.
About Stagwell and growth opportunities
Stagwell, trading under NASDAQ: STGW, is on a mission to reshape marketing by harnessing data-driven insights. By blending creativity with advanced technology, Stagwell connects brands with audiences through tailored campaigns. This approach not only enhances growth for their clients but also ensures meaningful engagement through the right channels.
Frequently Asked Questions
What is the primary finding of the Stagwell advertising study?
The study reveals that brands can safely advertise alongside news content without damaging their reputations, with significant audience engagement.
How often do people in the U.K. check the news?
Approximately 25% of the population checks the news four times a day, showing that many people are consistently engaged with current events.
Why should brands consider advertising in news environments?
Advertising alongside quality news content can yield high purchase intent and connect brands with dedicated audiences who are actively engaged.
What demographic shows a high purchase intent for news-related advertising?
Key demographics like Gen Z and mothers demonstrate significant purchase intent when ads are placed next to reputable news articles.
How does Stagwell aim to support advertisers?
Stagwell provides insights, strategies, and platforms for brands to invest wisely in news advertising, ensuring they make the most of their marketing efforts.
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