News sells: Five myths about ads and news debunked

Brands have misconceptions about the value and effectiveness of news as a media platform for advertising, says ThinkNewsBrands’ Vanessa Lyons, who busted five myths about the perceived limitations of news.

News has perceived limitations but the media platform still warrants serious consideration for brands in Australia.

“From my perspective coming from the CMO world, I understand first-hand that there are perceptions and misconceptions out there about the value and effectiveness that news as a media platform can have for advertising,” said Vanessa Lyons, general manager of Australian media alliance ThinkNewsBrands.

Lyons was speaking recently at the CMO Australia webinar “Reframing perceptions of old school advertising in the new consumer normal”.

She singled out some of these outmoded assumptions and launched into what she dubbed "almost a myth-busting exercise" around these...

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