"The rise of digital media, particularly in the context of programmatic buying, has allowed advertisers to be laser targeted to their precise audience and minimise wastage."
"Brand safety has been highlighted as a concern, but it is an issue that can be navigated by taking the right steps."
"This increasingly data-driven approach is clearly paying off, with ad revenue for UK national news brands increasing for the first time in seven years in the first 3 months of 2018."
"Out of Home has traditionally been the most difficult medium to track, but various technologies have made it possible to control and maximise effectiveness."
The rise of digital media, especially programmatic buying, allows advertisers to target specific audiences effectively, reducing wastage. Advertisers can now overlay data on interests and behaviors to reach the right people. Brand safety concerns can be addressed through private networks and native advertising. Newsbrands are adapting by entering targeted digital spaces and offering copy testing for better engagement. This data-driven approach has led to increased ad revenue for UK national news brands for the first time in seven years.
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