Concerns around brand safety have prompted a diversion of ad spend away from news in recent years, leading to an inadvertent defunding of news content. But ad agencies appear to be waking up to the threat to journalism and democracy caused by underinvestment in news, alongside the flourishing of misinformation. Where keyword blocklists previously evaded news topics altogether, advances in technology are increasingly helping advertisers direct spend towards publishers that fund quality journalism, while also improving the perception of their brands.
VideoWeek asked four experts from leading agencies how they are approaching their investment in news journalism.
Nick Brown, Publishing & Audio Commercial Director, Starcom
With misinformation rampant in today’s world, posing significant harm to societies globally, funding news journalism — and paid journalism as a whole — is crucial, not only for agencies, but for society at large. At Starcom, we’ve observed that news brands have successfully transitioned audiences online, offering trusted environments rich with contextual and audience engagement opportunities. Both digital and print platforms provide clients with consistent returns on investment (ROI), with a recent Thinkbox study showing that print offers the best long and short-term ROI of any media.
There are multiple routes to market for digital advertising. Direct-to-publisher channels allocate more advertising investment directly to publishers, thus supporting journalism more robustly. Other routes, involving aggregators, large groupings of publisher sites, also contribute to funding journalism, albeit with slightly less revenue reaching the publishers. Each route presents unique benefits to brands/advertisers, ultimately ensuring that investments help safeguard journalism. At Starcom, we champion quality content in brand-safe environments and remain committed to supporting journalism for the benefit of society and our advertisers.
Dave Byrne, EVP, Global Brand Safety & Privacy, IPG Mediabrands
IPG Mediabrands is committed to supporting quality journalism, recognising its value for both brands and consumers. MAGNA’s ‘No News is Bad News’ research confirms this, finding that news content is uniquely trusted and valued, boosting brand favourability and purchase intent. However, source credibility is crucial, with 57 percent of consumers believing brands should vet news sources before advertising. Earlier this year, we shifted from an exclusion-based to an inclusion-based inventory approach, working with a variety of trusted third parties to help define baseline criteria for media quality. This strategy is helping us ensure that advertiser messages are delivered in trusted and credible environments.
Alexis Williams, Chief Corporate Affairs Officer, Stagwell
At Stagwell, we believe a thriving news industry is essential for a healthy democracy and a critical platform for marketers. In May, we launched the ‘Future of News Initiative’ to promote reinvestment in journalism. Since then, we’ve partnered with over 20 publishers and industry leaders to emphasise the need for investment in news platforms that safeguard journalism and boost brand success. And we’re continuing to expand our efforts by bringing our research, resources and ever-growing cohort of brand and publisher partners into new markets to reinforce the value of journalism globally.
Liz Duff, Head of Commercial and Operations, Total Media
At Total Media, we believe funding quality journalism is crucial, not only for maintaining high standards in reporting but also for promoting diverse perspectives. Through our ‘Inclusive Impact’ approach, we ensure that our planning reflects a broad range of voices, reinforcing our commitment to journalism that is both responsible and representative. As conscious consumers increasingly seek brands that align with their values, advertisers must be more thoughtful about their media investments. Our role as an agency extends to guiding brands in making these informed choices, supporting credible news sources while addressing any brand safety concerns. We’re dedicated to fostering a media landscape that values inclusivity, transparency, and social responsibility.
