How brands are increasing trust and CTR by advertising in news publications
Jana Meron, vp of revenue operations and data, The Washington Post
In 2023, more than one-third of brands entirely excluded news from their marketing mix, driven largely by concerns over brand suitability. This “fear of the screenshot” looms large — one misstep and a brand’s ad could be captured next to controversial or unsuitable content, quickly spreading across social media and causing reputational damage.
Even among those that did incorporate news, the methods advertisers rely on to protect themselves often limit their reach and performance within high-quality news environments. Once brands understand why those methods aren’t working, they can move toward establishing a more effective solution that brings them the results they need.
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Source:: Digiday
