News industry at risk.
There is traffic on news sites because of the coronavirus pandemic. Companies are reducing their workforce and cutting down wages. This is because of the slumping ad revenue. One major problem news websites are facing is that advertisers are working together with ad tech companies. Because they want to block their ads from appearing alongside corona-related content.
In the event of this stigma, the news industry remains at risk. Especially since there is no certainty on when the phenomenon will end. Corona pandemic is a global crisis, hence it appears close to all news websites. Halting coronavirus news from sites, therefore, seems impossible, especially since they need to inform the public.
CEO of Digital Content pledge to the advert companies
Jason Kint, CEO of Digital Content, a trade body representing Bloomberg, New York Times and CNBC urged certain advertising companies to exclude “premium trusted media properties” from brand safety filters around coronavirus. Integral Ad Science and Double Verify claim to be blocking ads for safety reasons.
Experts from the ad industry reason that since the contagion is a global outbreak, ads addressing it should not be stigmatized on.
what does Vox media Chief Revenue Officer think about ad controversies?
Besides, Ryan Pauley, the chief revenue officer of Vox media, says the news relayed is updates regarding recommendations during the crises and how to nurture small businesses. “There is no brand suitability problem for advertisers being adjacent to this content, in fact, quite the opposite,” Pauley said in an email. “The fact that a high percentage of articles are being flagged as brand unsafe across premium news outlets like the New York Times or Vox is a misapplication of generic ‘brand safety’ concerns.’”
Although certain ads are less appropriate. For instance, a cosmetic industry wouldn’t wish to promote its products alongside a story on harmful body creams. Nevertheless, respectful stories on coronavirus shouldn’t prevent companies from advertising their brands. Especially if they are educating the public.
Pauley says different brands should seize the opportunity, since it is during such times that the public gives keen interest to the news on the virus. As such the brands’ adverts can reach many people. Rather, a challenge providing a chance.
What’s with ad-blocking?
Avid online readers of the Guardian, New York Times, BBC say for almost a week now, they have come across blocked ads. According to BuzzFeed, a brand reported its ads were blocked over 35 million times in 100 news sites. Especially after it spent $3 million.
Integral Ad Science blocks adverts by replacing the ad with its own. While double verify replaces the ad with one that resembles a blue sky with clouds. The company says this way it keeps off brands from frauds, ensuring brand safety.
Matt McLaughlin, director of Double Verify, urges brands to advertise their ads alongside trustworthy news sites. He also said since the virus is becoming a global reality, sources should allow their ads to run alongside corona stories.
Despite the two companies being criticized, they say their concern is for companies to support trusted news. While also providing clients the freedom to choose ads they prefer to be blocked.
In a conference, Rick Bruner, the CEO of ad software company, said that brands would thrive even better when set alongside prominent news sites. Their concern is to deliver information and support media.