Projects in this section explore the value of the newsbrand environment and look at the performance benchmarks for newsbrand advertising.
Coming next: more in-market measurement of the impact of quality brand environments
Projects in this section explore the value of the newsbrand environment and look at the performance benchmarks for newsbrand advertising.
Coming next: more in-market measurement of the impact of quality brand environments
Mike Follett, managing director of Lumen, demonstrates the advantages of the quality digital newsbrand environment, as evidenced by eye-tracking.
Viewable ads don’t always get viewed, but digital newsbrands provide a quality inventory and out-perform all other sites on attention, getting noticed earlier and viewed for longer.
The impact of site design, number of ads, available formats and relevant content on attention help explain why ads on newsbrand sites are 80% more likely to be viewed than ads on non-newsbrand sites.
Lumen eye tracking research demonstrates the power of newsbrands to capture attention across both print and digital platforms. The findings explore the value of newsbrands’ quality environment and how newsbrand content creates attention for advertisers.
Newsworks has partnered with RAMetrics, which tests hundreds of ads and articles a year across multiple measures, to provide a series of benchmarks that give guidance on how newsbrand ads are likely to perform. We also take a look at how both print and digital newsbrand advertising is becoming more effective over time.
