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...