"NEW YORK - From new opportunities offered by AI to an increased focus on video storytelling, news remains a key way for brands to connect with consumers despite concerns that some may turn away from controversial or sensitive content. That was the main message of the inaugural "NewsFronts'' event hosted by marketing services company Stagwell Global on Oct. 16 to bring together news organizations with potential advertisers."
""We set up an initiative to make sure advertisers were giving news a fair shot," he said in an interview with USA TODAY. "We did this study of 50,000 people (showing) them the ads in different stories. A Biden story, a Trump story, a Mideast story, a sports story. And it didn't really make any difference. So this whole... idea that people will impute to your brand the news next to it was never true.""
News continues to serve as an important avenue for brands to engage consumers, supported by new AI capabilities and increased emphasis on video storytelling. Stagwell Global organized a NewsFronts event to connect news organizations and potential advertisers and to spotlight industry offerings. Major participants included Gannett | USA TODAY Network and The New York Times, among nearly two dozen outlets. Stagwell's Future of News initiative seeks to address advertiser worries about brand safety and audience backlash. A study of 50,000 people found that ad placement beside different story types produced little change in perceptions.
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