The COVID-19 pandemic has reinvigorated the role of journalism, increasing the amount of readers of publications with a solid reputation, the engagement of the audience and also the trust in brands that support these vehicles and advertise on their channels. A recent study carried out by Neuro-Insight consulting in partnership with IAB Australia shows how important these spaces are for advertisers today, and how the attributes of robust media companies are linked to partner brands.
The study investigates the importance of context, relevance and credibility for advertising, based on its presence in reputable news channels – particularly focusing on advertisements associated with the journalistic coverage of COVID-19.
Based on neuroscience, the researchers analyzed the impact of journalistic content on people's daily lives during the pandemic, and how the qualities that consumers associate with media companies influence the way advertising is assimilated in these environments.
The report highlights the opportunity these vehicles represent for marketing to reach segmented audiences with relevant content, generating significant connections between brands and people. It also draws attention to the value of these channels in relation to brand safety, in a scenario where brands are increasingly required to position themselves in the fight against misinformation.
Specifically with regard to the coverage of COVID-19 in reputable media outlets, the report revealed that "timely and reliable information" were qualities associated, by extension, with advertising. "Relevance, connection and reliance are attributes of news companies that end up being transferred to advertisers. The research shows that investing in the journalistic environment, and particularly in the COVID-19 coverage, is not only important to society as a whole, but also a smart investment in the brand itself," said Gai Le Roy, CEO of IAB Australia.
A recent research conducted by Verizon Media in Brazil is in line with the IAB study. The survey revealed that 75% of consumers consider brands responsible for adjacent content, and 67% of consumers feel less favorable towards adjacent brands and content of low quality or dubious veracity. Special journalistic content projects created by the group during the pandemic, such as Yahoo at Home, of Yahoo, have registered significant audiences. This exemplifies the growing search for qualit