The premium effect of quality journalism on ad performance

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New analysis shows that quality journalism is winning the war on attention. The latest figures revealed by the World Media Group (WMG), a strategic alliance of ten of the world’s leading international media brands, demonstrate the growing ‘premium’ effect that is boosting the performance of ad campaigns when viewed within a high quality, trusted editorial environment.

Independent analysis from SaaS analytics and measurement firm, Moat, demonstrates that premium digital inventory (comprising digital inventory across all WMG brands) in 2017* outperforms Moat’s benchmarks by between 16% and 73%.

In addition, when looking at the quality of engagement delivered by WMG brands the analysis shows that there has been a significant increase in attention measures since the previous year. In particular, active page dwell time for WMG Display Desktop (average length of time the user was on the page with the window in-focus) has increased by 67% year-on-year and is now 72% higher than the Moat benchmark. Also, Display Desktop in-view time (the length of time an ad has been active and in-view) is up by 34% compared to last year and stands 51% higher than the Moat benchmark.

Rupert Turnbull, Vice President, EMEA & LatAm at Time Inc, a member of the WMG, explains, “Ironically, it seems that far from turning consumers away from us, the ‘Trump-factor’ has had a positive impact across the World Media Group in the past twelve months. The Moat analysis adds to the growing body of evidence that suggests consumers are not only actively searching for quality journalism on trusted sites, but also moving away from bite-sized, click-bait headlines and enjoying the long form content created by quality media brands. This is great news for advertisers who are benefiting from the halo effect of our readers’ greater attention levels when viewing our content.”

Munira Ibrahim, SVP, Sales & Content Solutions, Reuters, which has just been announced as the newest member of the World Media Group, adds, “At Reuters our passion is for providing well-researched, trusted news, written by world class journalists — and the latest Moat analysis confirms that these are values that are held strongly across the whole of the World Media Group. We are delighted to have joined the World Media Group and are looking forward to working together with the rest of the members to promote quality journalism, delivered around the world through high-spec technology.”

The WMG brands comprise Bloomberg Media Group, The Economist, Forbes, Fortune, National Geographic, The New York Times, Reuters, TIME, The Wall Street Journal and The Washington Post. These prestigious titles have received over 1,000 major journalism awards, including at least 190 Pulitzer prizes, between them. In addition, WMG members also provide innovative technology to optimise digital ad delivery and viewability, such as device-agnostic solutions that ensure ads are always viewed at the appropriate size.

The Covid-19 pandemic led to the country-wide lockdown on 25 March 2020. It will be two years tomorrow as I write this. What have we learned in this time? Maybe the meaning of resilience since small companies like us have had to rely on our resources and the forbearance of our employees as we have struggled to produce our trade platforms.

The print and packaging industries have been fortunate, although the commercial printing industry is still to recover. We have learned more about the digital transformation that affects commercial printing and packaging. Ultimately digital will help print grow in a country where we are still far behind in our paper and print consumption and where digital is a leapfrog technology that will only increase the demand for print in the foreseeable future.

Web analytics show that we now have readership in North America and Europe amongst the 90 countries where our five platforms reach. Our traffic which more than doubled in 2020, has at times gone up by another 50% in 2021. And advertising which had fallen to pieces in 2020 and 2021, has started its return since January 2022.

As the economy approaches real growth with unevenness and shortages a given, we are looking forward to the PrintPack India exhibition in Greater Noida. We are again appointed to produce the Show Daily on all five days of the show from 26 to 30 May 2022.

It is the right time to support our high-impact reporting and authoritative and technical information with some of the best correspondents in the industry. Readers can power Indian Printer and Publisher’s balanced industry journalism and help sustain us by subscribing.

– Naresh Khanna

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