Much has been said about Meta “turning away from news.” But what hasn’t been said is how this will impact advertisers, as the value that News brings to Meta’s platforms will be lost.
Have no fear, though, because advertisers can invest in News directly – which is where the media impact happens anyway.
For instance, News is highly engaging because it is informative, trustworthy, and less disruptive. A recent Australian independent study by FiftyFive5 found that 75 per cent of readers are fully engaged when reading written news and that written news is the third most engaging medium after podcasts and cinema. This high engagement helps to keep users gripped and creates lean-in attention moments that are incredibly valuable for advertisers.
News is read by all Australians, with the latest Roy Morgan readership figures showing 18.1m of us read it weekly. This brings immense breadth and depth of audience to advertisers allowing them to build brands and get their products and services in front of entirely new consumers.
News is content you don’t have to worry about. In fact, advertising in news is 18% more trustworthy relative to all other media. In a world where consumers care about the
ethics of their brands, brand safety must be a key concern. Written news publishing is the kind of content advertisers can feel secure advertising in.
Finally, news starts a conversation and sparks dialogue and community interaction across practically infinite topics among Australians of all walks of life. This engagement is highly valuable for advertisers, allowing them to enter the discussion and connect with passionate, invested, and highly engaged audiences.
Quality news is what people want and social media is only one way they get it.
Regardless of what Meta does, advertisers should act now and start adding more Total News Publishing to their media plans.
