Study shows that advertising on traditional news websites increases ad attention by 20%
Portugal news - Advertising on traditional news platforms increases ad attention by 20% and delivers positive brand outcomes, according to “The Value of Traditional News Study” published in October 2024 by Teads.
The study on Advertising commissioned by Teads was conducted by Lumen Research and measured brand perceptions to determine the impact of ad exposure on brand outcomes. One group saw traditional news and one group read soft news content to understand how the news content affected attention to ads. Traditional news includes trade, economics, and tech developments, whereas soft news focuses on entertainment and lifestyle.
Lumen’s patented eye-tracking platform was enabled as respondents scrolled from the front-facing smartphone camera to measure the visual attention data of how each consumer read the news and paid attention to ads.
The results of the study on Advertising show that traditional news content empowers advertisers to increase brand trust, and to stand out from the competition by connecting with engaged consumers.
The study found a strong correlation between attention and upper-funnel brand outcomes when ads were viewed alongside traditional news content and higher ad attention drove a 77% lift in brand outcomes.
The study shows that ads placed on sites with traditional news content from various verticals, including retail, luxury, technology, CPG, and finance result in the following:
1 – Traditional news sites boost article engagement by 35%
2 - Traditional news sites increase ad attention by 20%
Higher levels of interest and engagement increase levels of ad attention by 20%+ when ads are placed alongside traditional news content. Higher ad attention increases recall of advertising by 77% from 1 to 3 seconds of attention, thus delivering positive brand outcomes.
Traditional news sites generate 18% more interest than soft news platforms. There is a rising demand for quality journalism and pageviews for national news have increased by 104% while pageviews for political news have only increased by 39% between January and August 2024.
Advertising trends and the future of advertising:
The trend of advertisers turning away from traditional news in favor of creators and more visually captivating formats like video is accelerating, however these alternatives often lack the commitment to quality journalism. While brand safety tools were initially developed to filter out harmful content from social media, these tools often missed the mark and decreased brand trust.
On the other hand, advertising alongside serious news content remains brand-safe. In fact, positioning ads next to quality journalism, even on difficult topics, can be both a secure and effective strategy for brands.
Journalism remains an evergreen source of high-quality content on the internet, making news platforms a valuable space for advertisers. News readers represent a highly engaged audience, with consumers that carefully choose the content they interact with, making them an ideal target for brands looking to build trust and credibility.
The new Lumen research on Advertising shows a direct link between the quality of attention and brand recall. Since the concentrated focus obtained by traditional news sites is more effective for driving brand success compared to the fragmented attention and scroll-speed on social media, the future of advertising lies in a reversal of the trend in favor of traditional news sites.
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