A new study has shown that advertisements on news platforms — including newspapers and magazines — are simpler as compared to those on digital spaces like Facebook or YouTube.
Summary of the findings
1.Ads in printed newspapers perform better than all kinds of ads placed on Facebook by up to fourfold .
2.Ads in journalism (newspapers, magazines, and digital news websites) offer a superior level of unprompted recall.
3.Combined news formats are twice as effective as combined Facebook formats.
4.Advertising across the mixture of stories in print and digital is twice as effective as Facebook display and video for unprompted recall.
5.Ads in news are nearly as good as (or better than) ads on YouTube.
6.Ads in news deliver 1.7 times the unprompted recall of six-second YouTube ads and are on par with 15 second YouTube ads, whether on desktop or mobile.
7.News (print and digital) offers a stronger Return on Investment (ROI) than social media.
According to a report published in gxpress.com, the cross-media advertising effectiveness research was conducted in Australia as a part of The Benchmark Series and was commissioned by ThinkNewsBrands. it had been overseen by Dr Duane Varan, CEO of the audience lab , MediaScience.
Per the report, the study included quite 5,350 participants, while it ran across 42 print runs and 252 websites. In total, the study created 6,037 unique brand exposures.
“The study began to know the impact news platforms have along the trail to get , by measuring key metrics across short and LTM also as brand lift,” the article read.A new study has shown that advertisements on news platforms — including newspapers and magazines — are simpler as compared to those on digital spaces like Facebook or YouTube.
According to a report published in gxpress.com, the cross-media advertising effectiveness research was conducted in Australia as a part of The Benchmark Series and was commissioned by ThinkNewsBrands. it had been overseen by Dr Duane Varan, CEO of the audience lab , MediaScience.
Per the report, the study included quite 5,350 participants, while it ran across 42 print runs and 252 websites. In total, the study created 6,037 unique brand exposures.
“The study began to know the impact news platforms have along the trail to get , by measuring key metrics across short and LTM also as brand lift,” the article read.
In the first a part of the study, a comparison was held to point out the effectiveness of “advertising in news” against “non-premium run of the web sites,” including TechRadar, the Daily Mail, Yahoo, Mamamia and Buzzfeed.
“The results fill a crucial void in understanding the larger media landscape,” said Dr Varan said.
The study further showed that advertisements, like quarter, half, and full pages in print, perform better than ads placed on Facebook by up to fourfold .
Moreover, the study showed that combined Facebook formats clothed to be less effective than combined news formats, while ads placed across news platforms — both print and digital — proved to be twice as effective as Facebook display and video for unprompted recall.
Furthermore, advertisements that appeared within the journalism performed better than those appearing on YouTube.
Per the study, “ads in journalism delivered 1.7 times the unprompted recall of six-second YouTube ads and were on par with 15-second YouTube ads.”
Meanwhile, ads placed on journalism also offered a greater return on media investment as compared to ads placed on social media, another research administered by GroupM Australia and global marketing effectiveness consultancy Gain Theory showed.
