“Do you really know where your ads are today?” asks News Corp Australia’s new ad campaign, which takes aim at Google’s issues surrounding programmatic advertising.
The ad campaign, which will appear in media and marketing trade publications, questions the transparency of some online advertising and forces advertisers to consider where their ads are appearing in terms of brand safety.
Many big international names, including governments, telco’s and automotive brands, have pulled or suspended advertising from Google owned platform YouTube after their marketing material was found appearing with misogynistic, racist or extremist content.
News Corp Australia chief digital officer Nicole Sheffield said the new campaign highlighted the strengths of news media.
“There has been a lot of discussion and coverage on media transparency over recent months and we want to take a proactive stance on these issues by launching this campaign to showcase our strengths and commitment to providing accountable, effective solutions for advertisers.
“We’re launching this national advertising campaign with a view to reassuring our customers that protecting and enhancing their brands is our number one priority. The reality is that advertisers have the right to know where their media budget is going and News will supply them with that as they were promised,” Ms Sheffield said.
Sir Martin Sorrell, founder and chief executive of advertising and public relations company WPP, encouraged advertisers last month to re-embrace news media as a viable platform.
In the lengthy LinkedIn post, Sir Martin said: “News brands are seeking to use all of this to their advantage, positioning themselves as trustworthy sources amidst a sea of digital misinformation, and as responsible gatekeepers for advertisers.
“Independent research commissioned by Newsworks, the marketing body for UK national newspapers, revealed that newspapers can increase the overall effectiveness of an ad campaign by 300 per cent. Studies worldwide show that people are more engaged when reading a newspaper than they are when using social media, an important consideration for advertisers seeking consumers’ attention – and access to their wallets,” he said.
The campaign will appear across AdNews, Mumbrella, B&T, Media i, Media Week and The Australian’s Monday Media section for the next four weeks.