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News placement can boost brand trust and affinity

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While many advertisers prefer placement away from the news pages, a new study by Nielsen has shown that news content can bolster brand perceptions and affinity and drive sales.

The News Corp-commissioned study compared brand engagement across several publisher categories, identifying that news was a clear winner for advertisers.

The business and news sites were proven to be category leaders when measuring brand affinity at 39 per cent and 38 per cent respectively. The two categories reported similar results for their ability to drive positive brand perception. Negative news content was found to be unlikely to affect brand perceptions.

“There is a common misconception among marketers that news is bad for brands, but as this survey shows, that’s simply not true,” said Jesse Angelo, News Corp’s chief of advertising solutions and CEO of the New York Post. “News has always been and continues to be an effective place to advertise because of its ability to inform and engage its audience.”

Respondents to the survey were found to be 42 per cent more likely to recommend a brand to a friend when it was viewed on a publisher website.

The findings are supported by a study released this week by Ipsos, [link] which found that aligning a brand with credible information sources like traditional media drive brand trust and brand affinity. Social media was found to have lowest credibility score despite having one of the highest scores for usage.

Positive reputation building is important for brands, with consumers relationship to companies the differentiator of marketing effectiveness, spend and advocacy.

Almost 90 per cent of global consumers say they take into account the reputation of a company when making a purchase of a product or service. Thirty-seven per cent of people in the APAC region are very likely to consider reputation in their buying decision.

The report found that reputation is directly linked to consumers tendency to give brands the benefit of the doubt in a time of crisis.

Among people that say they trust a company a great deal, 59 per cent globally agree that they would definitely give the company the benefit of the doubt.

The APAC region was shown to be the more likely to give the benefit of the doubt, with 3 in 4 respondents saying they would “definitely” or “probably” give companies the benefit of the doubt during a time of crisis.

NewsMediaWorks’ AdTrust 2018 report will be released later this month, detailing the content Australia’s trust. Subscribe to our newsletter to be alerted when the data is released.

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