Why Hard News Can Be a Safe Bet for Brands

A couple of weeks ago, our planning and digital team attended The Future of Media event in Manchester, a dynamic gathering where industry leaders explored the rapidly evolving media landscape. Panelists delved into exciting new investment opportunities and innovative strategies to help brands thrive in the future.

One standout topic was the shift in programmatic advertising. The conversation highlighted our transition to an audience-first approach, moving away from an overreliance on premium web placements. This topic is especially timely, as the industry pivots away from cookie-based targeting. Contextual and geo-targeted advertising are taking center stage, proving their relevance in a world increasingly focused on privacy and data integrity.

With contextual targeting taking center stage, the key message for advertisers was it’s safe to advertise against any topic, as long as it’s in trusted news sites. 

This was vividly illustrated by Alex Chizhik from Harris X, who presented findings from the Future of News report. Harris X analyzed the performance of ads from six major brands placed alongside various topics, including the Middle East, crime, Nigel Farage, Sir Keir Starmer, inflation, business, sports, and entertainment. Remarkably, the study revealed that ads linked to crime and politics performed just as well across brand metrics as those paired with sports and entertainment.

To gather insights, the study surveyed 22,116 British adults, asking them about their purchase intent and brand favorability in relation to the ads they saw. Respondents were categorized into various demographics, including Gen Z, mothers, university graduates, high earners, Labour voters, Reform voters, and supporters of other parties. Most demographics showed similar responses, with the exception of Conservative voters, who demonstrated a slightly stronger preference for sports and entertainment content.

Implementing overly strict brand safety measures, particularly through exhaustive keyword block lists, can inadvertently stifle performance by cutting off placements on valuable sites or content considered risky. Brands face a tricky balancing act: while it’s crucial to ensure viewability and identify fraudulent sites, we must also reassess whether all campaign-level parameters, especially around ad placements, are necessary. Research shows that audiences recognize the distinction between advertisers and editorial content, highlighting an opportunity for brands. The key is to partner with reputable editorial sources that enhance credibility and build trust, ensuring that our brand aligns with trusted names in the industry.

Often, these blocklists are outdated and in need of a refresh. For instance, some clients have continued to exclude keywords like "Paris" since the attacks in 2015, which has led them to miss out on all the positive content generated around this year's Olympics.

As we reassess our safety protocols, it’s crucial to update outdated blocklists and align with reputable editorial voices that enhance credibility. Ultimately, fostering a smart, strategic approach to brand safety can lead to greater engagement and success.