IAB Study Finds That Brands Benefit from Advertising Within News
Research finds 84% of consumers feel advertising within the news increases or maintains brand trust
Advertising in the News Drives Consumers to Act
- Consumers like brands more when they advertise in the news. They find brands:
- 49% relevant to them
- 47% customer-focused
- 46% high quality
- As a result of seeing a brand advertising on their favorite news outlets, consumers
- 45% are more likely to visit the brand’s website
- 43% would consider buying from the brand
- 39% are comfortable recommending the brand
Consumers Trust the News
- 3 in 4 consumers seek national/international news weekly
- On average, consumers follow four news sources
- 7 in 10 consumers find their chosen news sources to be trustworthy
The Halo Effect: Contrary to Popular Belief, Advertising in News is Brand Safe and Improves Trust for the Brands that Advertise
- For 84% of consumers, trust remains neutral or increases for news advertisers
- Only 16% of consumers said it makes them trust brands less
- Advertising in the news can increase consumers trust by 6%
