It shows that ads in trusted local and homegrown national media are more likely to be seen, thought about, and acted upon, because the audience is in a “trusted environment.”“Advertisers fuel content, content are the stories we tell one another,” she said, and advertisers should consider their participation in that “ethical media supply chain” as closely as they watch environmental, social and governance issues.
There have been layoffs and closures of newspapers and media outlets across Canada, and cutbacks at those that remain. There has been federal government subsidy. There are deals between media companies and the online advertising duopoly of Google and Facebook. There are new subscription models that are used by the smallest independent journalist up to the largest publisher. But the bleeding continues.
The tyranny of the click is powerful. At the high end of the market, she gives the example of the automotive industry, where measures like a customer’s lifetime value can be just as important to the bottom line as a short-term tactic to grab their attention. Financial services, telecommunications and insurance advertising are all in a similar strategic place.Article contentAd spend, she says, has traditionally been about how cheaply an ad can get someone to react.