"The Future of News APAC Summit in Singapore on October 2 served as a launch platform for the APAC study, where industry leaders explored themes such as the resilience of quality journalism and its role in driving brand trust, and reaffirmed that the news audience is a key demographic group for advertisers. The South China Morning Post is the anchor partner for the Future of News initiative in Asia."
"Eight reputational metrics were assessed. These included purchase intent - how likely or unlikely a respondent is to purchase or use services from the particular brand advertised - along with how favourable a respondent feels towards the brand. Perceptions of trustworthiness, value, and the ethics and appeal of the advertising company were also tracked. The study found that it is safe for brands to advertise adjacent to quality news content, regardless of the topic."
A randomized experiment across Singapore, Hong Kong, Japan and Vietnam tested four localized brand adverts placed beside six news topics: global politics, local politics, crime, business, entertainment and sports. The experiment sampled 9,876 adults and measured eight reputational metrics including purchase intent, brand favourability, trustworthiness, perceived value, ethics and advertising appeal. Results show advertisements adjacent to politics or crime perform as effectively as those beside business, sports or entertainment. Industry leaders emphasized quality journalism's role in driving brand trust and identified news audiences as a key demographic. The South China Morning Post served as anchor partner for the APAC initiative.
Read at South China Morning Post
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