Effective advertising in a trusted environment

The digital advertising landscape is constantly changing, and it is important for advertisers to consider the environment in which their messages will reach their audience. News media stand out from social media by providing a reliable and safe platform for advertising.

Trust in news media strengthens a brand

Consumers value advertising in a trusted context. Research shows that advertising in news media increases brand credibility. For example, according to IAB research, 84% of consumers feel that advertising in a news context increases or maintains brand trust.

In addition, advertising in news media leads to tangible action: 45% of consumers are more likely to visit a brand's website and 43% will consider a purchase after seeing an ad in their favorite news source.

There are risks associated with advertising on social media

Social media offers a wide audience, but there are also risks associated with advertising on social media. As a result of recent news coverage, social media content is being more critically evaluated. According to a recent survey by Sanoma's Suomitutka, almost half of women are more critical of social media content, while traditional news sources in Finland are trusted by around 77% of the population. Only 1-5% of Finns associate social media with trustworthiness.

Social media platforms are prone to misinformation and harmful content, which can undermine an advertiser's brand reputation. For example, The Guardian reports that a significant amount of fake news and misleading political content was detected on social media in Canada in the run-up to the election.

Swedish journalist and author Frida Boisen said at Sanoma's Get Tomorrow customer event that many brands in Sweden have already left social media. He believes this trend will become more common in other parts of the world.

Also appearing at Get Tomorrow, WARC research team leader Paul Stringer ayss, that there is a risk in relying too much on one platform and letting it make decisions for you about how you advertise and what rules apply to the context of advertising. He says it would be really important for advertisers to prioritise environments that offer quality advertising experiences and brand safety.

News media provides a safe environment for brands

Advertisers are responsible for where their ads appear. For example, according to Integral Ad Science research, 82% of consumers hold brands accountable for the placement of their ads, and 75% of consumers say they are more negative about brands that advertise on sites that spread misinformation.

News media provides a controlled and editorially curated environment where ads appear in the context of quality content. This reduces the risk of ads ending up in the context of inappropriate or harmful content for the brand.

For advertisers who value their brand reputation and want to reach their audience in a trusted and safe environment, news media offers a strong alternative. The trust and editorial quality it offers make it an attractive platform for advertising, especially when compared to social media.

By choosing news media as an advertising platform, brands can strengthen their reputation, increase consumer trust and achieve better business results.

Learn more about Sanoma News Media

The author is responsible for Sanoma B2B product sales of display, video and data solutions.