You might’ve guessed that ad campaigns perform better when they’re viewed in a high quality and trusted editorial environment. Now new research backs that up.
The research was released by World Media Group, a collection of 10 international media brands, including Bloomberg Media Group, The Economist, Forbes, Fortune, National Geographic, The New York Times, The Wall Street Journal, Time, The Washington Post and its newest member, Reuters.
“Hopefully this will mean marketers, advertisers, the whole ecosystem will relook at the importance of journalistic platforms,” said Rupert Turnbull, vice president, EMEA & LatAm at Meredith, which owns Time and Fortune.
Digital inventory across all those brands outperformed Moat benchmarks by between 16 percent and 73 percent in 2017, according to an independent analysis from SaaS analytics and Moat, which WMG released.
“I don’t think anything’s changed, I just think this is a piece of research that just demonstrates what I think is something we instinctively know,” Turnbull said. “Campaigns perform better, generally, when the consideration of context is included in the campaign planning and the media planning.”
The average amount of time a reader was on the page with the window in-focus was 72 percent higher than the Moat benchmark in 2017. The year prior, it was 9 percent higher.
The length of time an ad was active and in-view was 51 percent higher last year, compared to 19 percent higher in 2016.
“We’ve had so much success in content creation because a lot of brands come to us for that,” Turnbull said. “What this shows is that actually, it’s not just about using us for branded content, but as a platform for advertisers generally.”