WSJ finds people more attention to advertisements during the elections

Unlike popular belief, the public has actually paid more attention to advertisements during the elections, according to new data from the Wall Street Journal.

In October, The newspaper offered advertisers a performance guarantee For any qualified campaign which took place during a four -week window coinciding with the American presidential election.

Between October 15 and November 15, the five customers – representing six campaigns in total – exceeded their campaigns exceeding the performance reference.

“We had a comparative analysis exercise which showed that our inventory represented a high level of attention, and we were convinced that it was going to be the result,” said Jesse Waldele, main vice-president of digital operations and Customers’ success at Dow Jones, the parent company of the newspaper. “We believe that this leads to the house the point where the news is under infvestite.”

The promotion, in collaboration with the Adelaide attention seller, sought to facilitate the concerns of marketing specialists that the public will pay less attention to their announcements given the intensity of the news cycle.

To qualify, the campaigns had to respond to a reference expenditure in the fourth quarter, and the advertiser had to be prepared to present himself during the elections. Any campaign that has failed to respect the guarantee would receive a brand through additional prints.

Make attention

To assess the effectiveness of advertisements, the review used metric attention units owner of Adelaide.

Adelaide attributes to each advertisement a score between 0 and 100 depending on his propensity to hold the attention of a spectator. Metric is a composite of factors, in particular the placement of the ad, the announcement of the page ad, the eye tracking data and the result.

During the guaranteed period, Wall Street Journal customers experienced a 45% increase in AUS for display advertisements and a 31% increase in AUS for online video, according to Waldele.

This strengthened the previous conclusions of the newspaper that the performance of its announcements also increased during the 2020 presidential election.

During the same period four years ago, 37% of newspaper readers were more likely to remember an advertisement than during the period outside the cycle, 58% were more likely to look for more information after seeing a Announcement and 125% were more likely to buy or plan a purchase after seeing an ad, according to income director Josh Stinchcomb.

The announcements indicated during the 2020 electoral window also generated a click rate 1.26 times higher than those indicated during non -electoral years, as well as a universal interaction rate of 20% higher.

Prove performance

Launched in 2015, Adelaide is one of the many attention suppliers who aim to provide the objective results of direct advertising in the more subjective world of the brand’s advertising.

If that succeeds in doing so, the company could help publishers unlock greater advertising budgets, because advertisers would be able to more easily report a return on investment.

The results also help to prove the effectiveness of advertising against the content of the news, which gives publishers a welcome replica against the concerns of advertisers concerning the security of the brand.

The brand’s security considerations, which arise from the distrust of advertisers to carry out campaigns against the new harshs for fear of creating negative brand associations, have cost publishers of billions of advertising expenses retained, according to a September report of the Stagwell advertising company.

The brand’s safety filters, trained to report articles containing problematic keywords, and categories, by making advertising budgets far from them, inadvertently have massive bands of the news editor. According to An internal study Directed by the Washington Post, around 40% of its content – including crosswords – was deemed “dangerous” by these filters.

Above all, the newspaper guarantee was not intended to facilitate the concerns of marketing specialists concerning the security of the brand. Instead, it was designed to prove that the announcements executed during new intense cycles can surpass those who run during normal periods.

The discovery is useful ammunition for news editors determined to demonstrate the value of their premium context, according to Jamie Macewan, analyst of senior media at Enders Analysis. However, the case should be made much stronger – and much more consistent – to have an effect.

“The question I have is whether publishers can find ways to prove the efficiency of their advertising that will encourage advertisers to deactivate taps,” said Macewan, “even without guarantee.”