Is bad news bad news for brands? A sometimes-toxic political climate has prompted some advertisers to shun news publishers. Some ad buyers buyers have even blacklisted news sites.
Now publishers are fighting back. Vice has accused brand safety platforms of censorship and others like BBC News, News Corp, The Economist and CNN are protesting that bad news can be good news for marketers.
One executive who has sat on both sides – ad agency and publisher – sees mutual benefit.
“The news has never been more valuable in every respect than it is today,” says GroupM senior advisor Rob Norman in this video interview with Beet.TV. “News audiences are up. News consumption digitally is up. We’ve had things as similar but as varied as the ‘Trump bump’ and the Brexit-related news, which has put politics and therefore the news front and center of everybody’s agenda.
“It seems remarkable to me that people can consider that not running advertising in environments that engage the public enormously is of little value. It concerns me that there is an unintended consequence of some of the ways that advertisers and by extension agencies think about the news.”
Please read the full article and watch the full interview on Beet.TV here.