ThinkNewsBrands

Premium news content influences Australians every day creating an unmissable opportunity for brands to engage, inform and inspire. ThinkNewsBrands shows you how.

Busting the myths of news reader engagement

News is a fundamental part of the day for many Australians, with more than 10 million people engaging with news on any given day, online and in print.

But despite its strong reach, conventional wisdom has held that news brands may not provide advertisers with a strong environment for fostering engagement.

To test this and other myths, news brand advocacy group ThinkNewsBrands conducted in-depth research to determine news brands’ ability to drive purchase propensity and build brands, with the results explored in-depth at a recent webinar conducted by CMO Australia.

Incredible reach and frequency

During the webinar, the General Manager of ThinkNewsBrands, Vanessa Lyons, explained that news brands reach more than 10 million Australians on any given day and 18.2 million readers over a month, equating to 95 per cent of the population aged 14 and over.

And contrary to perceptions that news is a channel for older Australians, readership data shows an even demographic spread including the hard to reach 14-to-34-year-old age bracket. 

Furthermore, news readership is growing, having risen from 16.8 million in December 2017 to 18.2 million today.

A channel for engagement

To test news brands’ engagement, ThinkNewsBrands contracted respected researcher Dr Duane Varan from audience insights lab MediaScience to undertake the most comprehensive research exercise of its kind. 

More than 5500 Australians were selected to participate in the study, which was designed to test three different stages of memory – recognition, prompted recall, and unprompted recall. The study featured advertisements from seven brands across 11 media, including special print news runs in Sydney, Melbourne and Perth.

The resulting study, The Benchmark Series: The Powerful Impact of Placement, found multiple results that demonstrated the power of news brands to create strong engagement.

Firstly, the study found that ads places in news brands had 2.2-times better recall than those placed across the run of the internet, with 120 per cent better unprompted recall. This resulted in a 44 per cent better brand lift for news as opposed to run-of-internet advertising.

The impact for light category users was even more pronounced, with news brands outperforming run-of-internet advertising by 171 per cent for unprompted recall, with 175 per cent better brand lift.

For print publications specifically, participants were 8.5 times more likely to remember an ad than across total online media.

Dr Varan said these results highlighted the strength of engagement created by news channels.

“News puts you in a state where you are activating your cognitive resources, and processing the information in a very active way,” he said.

Impact in the real world

The value of news brands in driving engagement is well understood among many advertisers.

During the webinar, the Director of Product and Marketing at Nissan Australia, Geraldine Davys, said this research was important in helping her and Nissan’s media planners know where to direct advertising spend.

“For us, it is always about building consideration,” Davys said. “So we are constantly using news from a digital and a print perspective across many campaigns.”

For the meal kit company Marley Spoon, Chief Growth and Marketing Officer Kate Whitney said news media presented an ideal contextual placement opportunity with an engaged audience.

“We are moving away from particular programs and titles to contextually-relevant advertising space,” Whitney said. “From five o’clock onwards people start thinking about dinner, but if they are not in a ‘lean in’ moment in the media component, that might not have the ‘slap across the face’ I need.”

A live poll conducted during the webinar also found that 35 per cent of attendees would consider placing more media spend in news media channels to drive awareness, while 42 per cent would do so to drive consideration, and 23 per cent to drive conversion.

According to Lyons, the research definitively concludes that news brands present a distinctive and contextually relevant way of addressing changing consumer trends by offering brands a unique blend of visibility, recall, trust, and impact, and showed how news brands could be relevant and appropriate across each part of the funnel. 

“Depending on what you are trying to achieve, it does have relevancy,” she said. “And the research shows there is impact and relevancy across the board.”

Get the full story. Download The Benchmark Series here.

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

Launch Marketing Council Episode 3: Launching in the technology sector

Our multi-part video series, Ready to Launch, is focused on unlocking the secrets of launching brands, products and services by exploring real-life examples from Australia’s marketing elite. The series is being produced as part of the Launch Marketing Council initiative by CMO in conjunction with independent agency, Five by Five Global.

More Videos

NetSuite started out as a cloud-based provider of Enterprise Resource Planning software or as NetSuite solution provider, which companies...

talalyousaf

NetSuite to acquire Bronto's digital marketing platform for US$200m

Read more

Thanks for sharing this post, its really good information I get through this blog.CDPO Online Exam Training

Infosectrain01

3 ways Booking.com is improving its B2B marketing game

Read more

Time is of the essence, especially for customer service teams. With chatbots, you can interact and assist customers at a larger scale, al...

Jai

Triple-digit customer database growth, personalised engagement become reality for Stone & Wood

Read more

Hey Emilie - great read, and I particularly liked the section on the pressure of having brand purpose/Gen Z spending habits. It's great t...

Chris Thomas

Have customers really changed? - Marketing edge - CMO Australia

Read more

Extremely informative. One should definitely go through the blog in order to know different aspects of the Retail Business and retail Tec...

Sheetal Kamble

SAP retail chief: Why more retailers need to harness data differently

Read more

Blog Posts

How the CMO can get the board on the customer’s side

For some CMOs, it’s easy to feel alone in the undying quest to better serve the customer. At times, it feels like the marketing department and the boards are speaking a different language, with one side trying to serve the customer, and the other side more focused on the shareholders and financials.

Jeff Cooper

CMO and board, Business Excellence Australia

The Secret Ingredients of a CX-Led Company Culture

When I talk to organisations around the world about their customer experience strategy, it is often the CMOs and their marketing teams who take the lead. They’re keen to improve the ways they attract and engage customers, and they want to understand the technologies that can help them make their customer experience truly outstanding.

Steven van Belleghem

Author, CX expert

The Future Of Social Is Joyful, Pass It On

2019 was a horror year for social media. But in 2020 something different emerged that has shifted the tone, format and intent of the medium. A new social vibe born out of the pandemic and fuelled by the emergence of a platform tailor made for the next generation of consumers.

Dan Young

Managing director, Pulse

Sign in