NewsGuard’s Post

"This mode of engagement, where readers spend minutes—not mere seconds—immersing themselves in our content, speaks volumes about the value we offer advertisers." I dive deep into why independent publishers and news platforms represent a critical opportunity for advertisers today. As the co-founder of Man of Many, I've seen firsthand the unique value these entities bring to the table, far beyond traditional ad placements. Despite Australians spending 64% of their online time on the open internet, these platforms only account for only 33% of ad budgets. (source: The Trade Desk Survey - 2023) We're not just another ad space; we're a trusted voice in a crowded digital world, offering credibility, quality content, and a deeply engaged audience. In an era where brand safety and meaningful connections are paramount, aligning with digital publishers is not just a choice but a strategic imperative for agencies and advertisers looking for true impact. Mumbrella #Media #Advertising #IndependentPublishing #Engagement #ManofMany

Explore the pivotal role of news audiences in shaping digital advertising strategies. In our latest blog post, informed by findings from Prohaska Consulting's research report 'The Rebranding of News,' Katie Secret delves into why brands are reassessing their engagement tactics with this key demographic: https://outbra.in/49y5ol6

The perception that News is a bad advertising association assumes no consumers want to be alert to their world. Surely a fraction of them find value in responsible journalism and being informed. I think it is more likely sales agents leave maybe 20% of viewers/readers un-serviced because other less challenging content delivers easier engagement and easier ‘ok!’. But there is still a large audience for news. Convincing brands and network sales teams it is somewhere elite they can buy and be rewarded for it is the challenge of the era.

Well, this is disappointing. Outgoing GroupM CEO Christian Juhl has testified to the US House Judiciary Committee that across GroupM, only 1.28% of global client budgets are invested in online news environments. According to Juhl, 'brands prefer to avoid advertising alongside common news content, war, scandal, political division, and also because they do not need to advertise there to reach their target audience' That doesn't reflect what I hear from clients, nor what the research consistently shows about advertising in quality news environments. It's also not clear how this squares with GroupM's public commitments to support responsible journalism, launched in March last year: https://lnkd.in/gf2iWZ-M I've contacted some people at GroupM for comment, and really hope that new CEO Brian Lesser will take steps to stand by their commitments to quality journalism. What do others think? Clients, do you really want to avoid news content? Agency folk, does 1.28% seem low to you? Thanks to Josef Najm for making me aware of Ben Shepherd's original post. #journalism #trustedmedia #futureofnews #mediaplanning

Thank you to our good friends at Radio Ink Magazine for highlighting Ad Fontes Media recent integration with The Trade Desk which will make it much easier for advertisers and their agencies to include highly reliable, minimally biased news inventory in their programmatic buys. According to Insider Intelligence, news represented 26% of all inventory available in programmatic among the top 200 publishers in Q1 of 2023, eclipsing all other categories including sports and lifestyle. In spite of this, too many advertisers avoid news entirely or block so many keywords (when’s the last time you audited your keyword blocking list?) that they effectively block news. The Trade Desk partnership will allow those advertisers to test their way back into news. As a long time media buyer, I can assure you that any campaign that includes news will outperform every campaign that doesn’t. #journalism is struggling in America today because many advertisers have shied away from advertising in news because of unfounded fears that adjacencies to certain stories could get their brand caught up in the culture wars. The irony here is that the truth is advertising in news will deliver substantial unduplicated reach, unparalled ROAS and growth more efficently then any other type of content and will not expose brands to the risks that are keeping many advertisers away. The partnership with The Trade Desk will allow marketers to prove that to themselves without elaborate and time consuming test setups and in the process support journalism in the war on truth that is reshaping our national discourse in a way that none of us are proud of to the delight of their CFOs, employees, customers and shareholders. #journalismmatters #programmaticadvertising #programmatic Deborah Parenti, Vanessa Otero, Jed Dederick

Missed our panel on diverse-owned media with Infillion and Mirror Digital at Cannes? Our CMO, Lori Goode, discussed how programmatic can address today’s challenges, emphasizing the need for more transparency and efficiency to support diverse voices.    “Diverse-owned media often does not have the traffic scale to make their publishing work, and so they buy traffic from other publishers like Facebook in order to get more traffic to their sites. We need to get transparency right, we need to get clear expectations, and we need to make programmatic well-lit and efficient.”    Get the full recap here: https://lnkd.in/eWsS_P2a  

Actionable tips for political advertising this year: 1) Dedicate at least 10% of budgets to testing message, visuals, audiences, etc. 2) Measure video engagement (attention, clicks, completions, etc.) before you deploy more expensive TV advertising.

PR allows SMEs to level the playing field. Unlike large corporations with hefty advertising budgets, smaller businesses often lack the resources to compete in paid media channels. However, PR offers a cost-effective alternative by leveraging earned media coverage through strategic storytelling and relationship-building with journalists. A well-placed feature in a targeted publication can provide SMEs with exposure that money can't buy, helping them reach new audiences and establish themselves as industry players. For full article: https://lnkd.in/eHDSdK2u #SMECommunications #PRforGrowth #communications #media #publicrelationsagency #contentstrategy #press #SMEsuccess #PR&Communications

"Eliminating MFA is a moving target. We continue to take a proactive approach in auditing our exchange—targeting inventory that is low-effort or low-quality, has a high ad density to content ratio, and experiences high levels of social or display ad traffic, among other criteria—and terminate MFA when we find it" https://lnkd.in/gv6FWBq5