“South African publishers go to great lengths to ensure they offer a brand-safe, quality-driven environment for advertisers. Combined with the trust that readers place in the country’s long-established news publications with their massive reach in print and online, it means our readers will have a similar positive view of advertising in their favourite news publication,” said Riaan Wolmarans, head of digital: media at Arena Holdings and chairperson of the IAB SA’s Publishers’ Council.
Here are some of the other findings:
Consumers like brands more when they advertise in the news:
As a result of seeing a brand advertising on their favourite news outlets:
“Never has trusted news been more important in our society. Over the past year we have seen significant growth in news consumption as we increasingly rely on news to keep us safe, connected and informed. The IAB study sought to understand the brand impact of advertising in the news. While historically some brands have avoided news due to negative association concerns, the study found that those concerns were unfounded. If a consumer sees an ad in a news outlet they deem legitimate, they are more likely to consider trying the brand, telling a friend about it, visiting the brand’s website and, ultimately, finding that brand more trustworthy. News outlets provide a powerful platform to connect with consumers. Put simply, news saves lives and news builds brands,” David Cohen, chief executive officer, IAB.
Download the report here.
About the IAB South Africa:
The Interactive Advertising Bureau (IAB) South Africa empowers the media and marketing industries to thrive in the digital economy. Its membership comprises more than 150 leading media companies, brands and the technology firms responsible for selling, delivering and optimising digital ad marketing campaigns. The non-profit, non-government, trade group fields critical research on interactive advertising, while also educating brands, agencies, publishers and the wider business community on the importance of digital marketing. In affiliation with the IAB Tech Lab, IAB develops technical standards and solutions.
IAB is based in 47 countries around the world and is committed to professional development and elevating the knowledge, skills, expertise and diversity of the workforce across the industry. Through the work of its regulation council, the trade association advocates for its members and promotes the value of the interactive advertising industry to legislators and policymakers. For more information on the IAB SA click here.