An ongoing project of 20 advertising campaigns, conducted for Newsworks by Future Thinking shows that both print and digital newsbrands have a unique role to play in campaigns. They influence people’s behaviour across the purchase decision journey, particularly when it comes to driving purchase and loyalty. Persuasion is a key strength of newsbrand advertising, which helps to further communicate key messages. These results are from the first eight campaigns which ran between March and May 2018.

If newsbrands ads are recognised, people are:

  • 2x as likely to recommend the brand
  • 1.9x more likely to consider purchasing the brand
  • 2.3x more likely to talk about brands with others
  • +58% more likely to like the brand

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