Advertising adjacent to news can help brands build consumer trust: IAB

New Ideas in MarketingEssential news for marketers, summarised by YouGov
October 30, 2020, 5:14 PM UTC

Interactive Advertising Bureau (IAB)’s “The News Trust Halo: How Advertising in News Benefits Brands” looked at consumer sentiment around advertising next to the news.

While brands pulled out of advertising next to the news during the pandemic fearing negative association, The IAB study found that the fears are unfounded. Customers trust in brands that advertise with their trusted news source tends to increase.

The study further found a positive shift in consumer perception after brands advertised within the news.  An average of 43% of those surveyed said they are “Much/little more likely” to take action beneficial to the brand after seeing an ad in the news.

Consumers also seem to be largely unfazed by fake news, as nearly two-thirds of them believe they avoid sources. “The idea that reliable news sources have a negative impact on their advertisers is…a misconception,” David Cohen, CEO of IAB said.

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