Advertisers are seeing more positive and longer-term business effects when they invest in news brands, a new study from Newsworks UK together with Peter Field has revealed.
This is largely because ads appearing in news brands are increasingly perceived as more trustworthy and high quality by readers, which are now two of the most important factors that lead to growth for advertisers.
With the rise of fake news, misinformation and disinformation across other mediums, news brands have seen record numbers of people relying on them for trusted information and analysis.
This increased demand for trust and quality has had a beneficial knock-on effect for advertisers.
Over the last six years, the impact on trust in brands that advertise on a single news brand platform has increased by 17 percentage points (30% in 2020 vs 13% in 2014). When the advertising appears across two news brand platforms (print and digital) the increase over the same time period is nearly 50 percentage points higher (56% in 2020 vs 9% in 2014).
Advertisers that use print and digital newsbrands benefit from the perceived quality of a brand when appearing across two platforms. Perceived quality has nearly doubled over the last six years, rising from 15% to 28%.
Peter Field says: ‘the authenticity and authority of the print platform of newspapers seems to enhance the efficiencies of the digital platform and the two work together to achieve effects one on its own don’t do’.