Digital engagement amid coronavirus has led to an increase in online news readership in the US

New Ideas in MarketingEssential news for marketers, summarised by YouGov
March 24, 2020, 12:11 PM UTC

Client campaigns on Facebook exceeded industry and firm-wide benchmarks, according to a study by Kivvit.

Kevvit’s study revealed that online news readership in the US has increased 70% from the previous month due to coronavirus. People are relying on a mix of channels like social media, search engines and news websites to access news about the pandemic.

Readers are spending 57% more time on stories featuring “coronavirus” or “COVID-19” in headlines. The use of desktops, laptops to access links shared via email and texts is higher than usual.

Click-through rates and cost-per-clicks on Facebook have been stronger in March compared to December and January highlighting the performance of digital ads since COVID-19. Other formats like display video and search engine marketing have also seen consistent results.

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