Ads in news found to outperform social, but youth not seeing news – studies find

July 26, 2021 9:43

Media industry body Think News Brands has released further findings from its Benchmark Series regarding the impact of advertising within news content.

The study aims to understand the impact news platforms have along the path to purchase by measuring key metrics across short-and long-term memory as well as brand lift.

Overseen by Dr Duane Varan, CEO of audience research lab MediaScience, the study included more than 5,350 participants and ran across 42 print runs and 252 websites which together created 6,037 unique brand exposures.

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Olivia Kruimel

Olivia Kruimel was the managing editor at Mumbrella. She has more than 15 years of experience in journalism, communications and marketing. Her journalism career began at Fairfax Media (now part of Nine) and includes various B2B publications such as B&T, Travel Today and ALB. As a marketer Olivia has worked for Standard Chartered and various global law firms.