A new study by Newsworks has shone a light on the importance of trusted news sources to young people, with 9 in 10 of 15–29-year-olds reading news brands online.
Engagement often starts on social media
The report, titled ‘Youth’, found that the average person in this age group reads at least 6 articles a day, while 6 in 10 share news content several times a week. Social media is unsurprisingly at the epicentre of it all, with 9 in 10 young adults seeing news brands on social platforms. But this isn’t the only sphere of influence: 9 in 10 also claim to read news sources favoured by their parents.
Young people want to trust their news sources
One of the enduring strengths of news brands is their trustworthiness, and this is underscored throughout the study. 7 in 10 of the 1,500 young adults surveyed said they trust news brands, with 85% believing such content is more trusted than other types on social media.
From news to retail in a click
Compellingly, the report claims that 7 in 10 of young news brand readers visit a retail site after engaging with content. Working with research agency, Colourtext, Newsworks charted the clicking habits of young people; of the 75% who took a retail action after reading a news brand, 39% discovered a product or service they hadn’t heard before, while 38% found out more about a product or service they were already aware of. 31% actually completed a purchase.
Reaching the right audience
Contextual relevance is key when it comes to advertising with news brands. The audience is diverse, ranging from the politically engaged, intellectually curious, and pop culture obsessed, to sports fans, puzzle enthusiasts and lighter news readers attracted to a particular feature or story.
Data is your friend
The challenge for agencies and brands is to deliver ads that resonate with the right content and audience. The good news is advertisers can use first-party data supplied by news brands to plot a clear path to engagement, while programmatic is becoming ever more sophisticated in its targeting capabilities. There’s no need to go in blind.
A safe bet
The onus is also on agencies to highlight the value of news brands as trusted environments that deliver a perception of prestige and credibility. In a world where misinformation and fake news is rife, news brands offer the safest online space for those concerned about damage to their own brand.
For further information, read the full report here.
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