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Why it’s critical for advertisers to support reputable news publishers - adtechsolutions

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Why it’s critical for advertisers to support reputable news publishers


Chad Schulte, Senior Vice President of Agency Partnerships and Strategy, Seedtag

In this age of unprecedented access to information, journalism’s primary goal remains the cornerstone of an informed and functioning society. But as modern news organizations grapple with increasing financial pressures, a troubling trend has emerged: advertisers’ over-reliance on obtuse keyword-blocking measures.

These practices are designed to protect brands from content deemed controversial or dangerous, but they inadvertently undermine the viability of a healthy and functioning news media. At the heart of this problem is a misunderstanding of how the public perceives advertising in the context of news. Rather than associating brands with negativity, readers often trust brands more when their ads appear alongside professional journalism.

Broad ad blocking strategies discourage coverage of complex topics

The financial pressure on news organizations is a long-standing public issue, some of which is self-inflicted. With digital advertising now the dominant source of revenue for news channels, the implementation of certain brand safety practices has led to widespread demonetization of critical news topics. Words like conflict, crisis, protest, and even election often trigger automatic ad blocking algorithms and prepare articles on these topics for earning opportunities.

The implications are profound: Newsrooms face financial barriers to reporting on complex issues that demand public attention.

News audiences represent engaged consumers receptive to advertising

Studies show that advertising in the news environment delivers strong results. AND IAB Report 2020 found that consumers trust brands more when they appear alongside trusted, professional news sources – a phenomenon dubbed the news trust halo. This underscores that news readers do not transfer negative feelings about content to neighboring advertisers. Instead, they see these brands as advocates of trusted, high-quality information, which ultimately strengthens brand equity.

However, despite the mounting evidence, the advertising industry remains hesitant. This is due in part to a broader erosion of public trust in the news media. The proliferation of misinformation, the dominance of hyper-partisan outlets, and the blurred line separating news and opinion have all fueled skepticism. Social media platforms, full of unverified and sensational content, further complicate readers’ ability to distinguish reliable journalism from noise.

Despite these challenges, legacy news organizations that adhere to professional standards of impartiality, fairness, fact-checking and accountability remain the most trusted source of information. While not perfect, their commitment to journalistic integrity sets them apart from the sea of ​​clickbait content online. Support for these institutions is essential to restore public confidence in the media.

An improved brand safety strategy benefits both site owners and advertisers

Advertisers play a vital role in this ecosystem. By adopting a more nuanced approach to brand safety, they can support the journalism that is the foundation of a functioning democracy and society. Working directly with trusted news outlets and leveraging more sophisticated contextual targeting ensures that ads appear in environments that align with brand values ​​without undermining important messages.

It’s worth remembering that news media and advertisers share a symbiotic relationship. Advertisers benefit from the broad reach and credibility of news platforms, while news organizations depend on advertising revenue as their lifeblood. When advertisers abandon news in an effort to create a zero-risk environment, they weaken that relationship and risk alienating a public that values ​​transparency, authenticity and bold decisions.

The stakes are too high for advertisers to turn to professional and unbiased news media. Reliable journalism is essential to holding power accountable, exposing injustices and promoting an informed public. Advertisers join these values ​​to support professional news organizations and demonstrate a commitment to truth and accountability.

The financial challenges facing journalism are significant, but not insurmountable. Addressing them requires bold action by stakeholders across the media ecosystem. Advertisers need to understand that concerns about proximity to important articles are misplaced and that supporting news organizations yields meaningful impact and measurable returns. By connecting with the press, advertisers are helping to ensure that objective and reliable journalism thrives in an age when it is more important than ever.

Sponsored by Seedtag

https://digiday.com/?p=565662



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