In a Distracted World, News Is Where Trust—and Smart Brand Strategy—Lives
In the fast-moving world of digital advertising, where audience attention is fragmented and skepticism is rampant, a curious paradox has emerged. Marketers overwhelmingly trust the value of news—but fewer are investing in it.
According to CNN’s Brand Power study, nearly 90% of senior marketing leaders agree that international news is a critical component of their brand strategy. Why? Because appearing in a trusted news environment isn’t just about visibility—it’s about credibility.
The Trust Transfer Effect
Brands that show up alongside reputable journalism benefit from what marketers often call the halo effect: the integrity of the news environment transfers to the brand. In a time when misinformation is rampant and consumers are more selective than ever, that trust is not just nice to have—it’s a competitive advantage.
Today’s audiences are discerning. They care about values, context, and authenticity. And news, unlike many ad placements across the digital landscape, offers the context that helps brands show who they are, not just tell.
High-Intent, High-Impact Audiences
The myth that news is a “risky” ad environment persists—but the data says otherwise.
Research from WARC and Stagwell shows that news consumers are in an active, information-seeking mindset, making them far more engaged and receptive to brand messaging. These are not idle scrollers. These are thoughtful, curious individuals who are more likely to see, remember, and act on advertising.
In fact, Stagwell reports that 84% of consumers trust brands more when they appear in brand-safe news environments. That trust translates directly to business results: better recall, stronger emotional engagement, and increased purchase intent.
Premium Context = Premium Results
Campaigns embedded in trusted editorial environments consistently outperform traditional ad formats. According to WARC, ads in premium news contexts are up to 2x more trusted and 1.5x more likely to be viewed compared to those in non-premium environments.
And during major global events—like the 2024 U.S. Election or COP29—news platforms attract massive, highly engaged audiences. These are prime opportunities for brands to align themselves with moments that matter and be remembered for the right reasons.
Why the Pullback?
Despite the clear upside, WARC projects a 33% decline in global ad spend on newsbrands by 2025, compared to 2019 levels. It’s a surprising—and arguably short-sighted—trend, especially given the rising demand for context, quality, and trust in media.
Some of this retreat is driven by algorithmic ad buying and brand safety misperceptions. But ironically, these automated tools may be pushing brands away from the very environments that deliver the most value.
The Strategic Opportunity for Brands
There’s an opportunity here—and it’s wide open.
Brands that lean into quality journalism don’t just boost short-term performance. They build lasting connections with audiences. They signal values. They show up in ways that are contextually relevant and culturally resonant.
In a crowded, distracted world, being trusted is more powerful than being seen. And that’s what makes news so essential to a forward-thinking ad strategy.
Because when brands choose trusted news environments, they’re not just buying impressions—they’re earning them.
