From brand lift to memory recall: How news media boosts ad impact

A study commissioned by Australian media alliance ThinkNewsBrands examines the impact of news platforms on consumers’ path to purchase by focusing on memory effects, brand attitudes and purchase propensity.

Do news platforms spell good news for ads?

Going by the findings of the recent – and largest – cross-media advertising effectiveness study conducted in Australia, the answer is yes – news platforms yield better brand engagement, along with enhanced ad effectiveness.

Commissioned by Australian media alliance ThinkNewsBrands, the study entitled Benchmark Series: The Powerful Impact of Placement looked at the impact of news platforms on consumers’ path to purchase, while focusing on memory effects, brand attitudes and purchase propensity.

Metrics such as brand lift as well as short-term and long-term memory were measured, and over 5,350 participants...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands