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Is news a good context for advertising? (Beyond :30 Study)

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Beyond :30 Study 88
Steven Bellman, Amy Rask & Duane Varan
October 2023

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Abstract

Is news a good context for advertising?

Prior research shows mixed effects of a news context on ad-effectiveness measures. This study investigated whether news context effects on ads vary across media (video, print, digital) and device/surface (newspaper, magazine, TV, desktop, smartphone).

A field experiment (N = 2,034) exposed participants to display or video ads in news-owned media (e.g., BVOD apps) on different devices (e.g., BVOD on TV, desktop, or smartphone).
Ads in news-owned media were compared with matching ads in YouTube and Facebook.
The results showed that news-owned media included the best and the worst performers.
The best news-owned media outperformed YouTube and Facebook.

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