Agencies more sensitive than brands over ads next to news
Bad news isn't necessarily bad news for brands who advertise near bad news
Agencies are far more concerned than brands with the negative implications of advertising alongside sensitive news stories.
This is according to a survey of 1970 global marketers by media platform Double Verify.
Despite 60% of marketer respondents claiming that advertising placed in news environments performs better than campaign baselines — with a further 27% saying it performs on par with other digital channels — agencies are still cautious when it comes to investing in news on behalf of their clients.
