You might’ve guessed that ad campaigns perform better when they’re viewed in a high quality and trusted editorial environment. Now new research backs that up.
The research was released by World Media Group, a collection of 10 international media brands, including Bloomberg Media Group, The Economist, Forbes, Fortune, National Geographic, The New York Times, The Wall Street Journal, Time, The Washington Post and its newest member, Reuters.
“Hopefully this will mean marketers, advertisers, the whole ecosystem will relook at the importance of journalistic platforms,” said Rupert Turnbull, vice president, EMEA & LatAm at Meredith, which owns Time and Fortune.
Digital inventory across all those brands outperformed Moat benchmarks by between 16 percent and 73 percent in 2017, according to an independent analysis from SaaS analytics and Moat, which WMG released.
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