Why brands shouldn't dismiss advertising alongside news content

Advertising alongside news content—even controversial topics—may be as safe and effective for brands as ads in traditionally positive environments like sports and entertainment, according to a new report.

A study by Stagwell, which involved testing ads from various brands across different news publishers, found no significant difference in critical metrics such as purchase intent and favourability between ads next to news content and those in other content types.

The report counters the prevailing belief that news environments are less desirable due to concerns over brand safety. It also highlights that news ads often perform on par with those in entertainment and sports, with the study revealing that ads on contentious topics, such as political news, do not significantly impact consumer perception.

Campaign speaks to industry experts about how these findings will address advertiser fears and the future of news content in brand strategy.

Navigating controversial news spaces

Despite the positive findings, advertisers still grapple with whether they should advertise directly alongside vital but potentially upsetting news content. With the rise of brand safety issues and made-for-advertising websites, brands may feel more cautious about where their messaging appears. Rather than avoiding news content entirely, advertisers may use technology and local insights to reach consumers in a relevant, cost-effective, and safe way.

Local insights help navigate regional attitudes towards controversial topics. By adjusting ad placements accordingly, brands should be able to align messaging with cultural values and sensitivities. Monitoring tools or local resources can provide real-time tracking and crisis management support.

Nadiya Omar, a media consultant, advises brands to invest in reliable brand safety tools and ensure they and their agencies buy quality inventory. “With the most recent revelations about MFA content, brands should be more vigilant and support responsible advertising, putting their investment behind quality journalism again,” explains Omar.

Belinda Clark, vice president of experience strategy (SEA) for APAC at RAPP, believes brands and advertisers are already adept at determining what’s brand-safe. She notes that relaxing restrictions on negative news content, such as war and politics, could significantly enhance reach and effectiveness. “Common sense should always prevail,” says Clark. “In the future, this will be a fantastic job for AI to take off our hands. But for now, a combination of upfront rules, guidelines, and regular monitoring by agencies and brands will suffice.”

Another critical strategy is contextual targeting, which minimises adjacency to sensitive topics while reaching the intended audience. Advanced targeting tools offer brands more control over where their ads appear. Communicating brand values transparently can reassure consumers that advertising alongside controversial content doesn’t compromise a brand’s integrity.

For example, the Stagwell study tested Coca-Cola ads in articles covering topics like ‘Middle East’, ‘crime’, ‘Trump/Biden’, ‘business’, and ‘sports’. The results showed purchase intent for Coca-Cola ads next to political news was 62%, compared to 61% for entertainment and 64% for sports news. This suggests that news media has been overlooked as a key player in brand advertising.

James Rose, Channel Factory’s managing director for Australia, points out that contextually aligned ads drive a 93% increase in brand awareness. “Enhanced contextual alignment avoids the bad stuff and delivers improved brand outcomes. Ad tech players are becoming more sophisticated in using content signals, contextual content curation, and brand suitability filters to guarantee more control and transparency for advertisers,” explains Rose.

Aligning brand values with ad placement

For brands, maintaining consistent messaging that aligns with their values and mission is essential for building trust. Content alignment and suitability vary widely across verticals and campaigns. Consumers are increasingly aware of what type of content is considered appropriate for brands.

For example, brands like Ssense, Maybelline, Marc Jacobs, and Jennifer Lopez have jumped on the TikTok ‘very demure, very mindful’ trend popularised by creator Jools Lebron. These brands are embracing cultural trends to stay relevant and connect with consumers who value mindfulness.

Advertisers who explore the thresholds of their specific consumers and work with partners to customise campaign content can drive more positive results. Yanyan Froud, senior vice president for client leadership for APAC at Assembly, stresses the importance of prioritising contextual relevance and local sensitivities.

“Brands should avoid a one-size-fits-all strategy and consider the nuances that set markets apart,” says Froud. “Vigilant monitoring is also crucial for addressing potential issues quickly and maintaining transparency.”

Filippo Gramigna, co-chief executive of Onetag, points out that another option is semantic data, an advanced form of contextual advertising that delivers a richer solution than site classification and keyword. Semantic data organises information based on its meaning and how different pieces relate to each other. For instance, some marketers might only want their content to appear in lifestyle or news sections but using semantic data could mean that content can appear in both sections.

“Given the scale of general news content, you can also blend broader relevant content with highly targeted content pages,” says Gramigna.

The rise of AI in brand safety

As the industry moves away from cookie-based targeting, AI and generative AI technologies give advertisers greater control over ad placement without compromising quality journalism. AI-driven brand safety tools, which analyse content through sentiment and semantics, now enable brands to place ads in more suitable and brand-safe environments.

Laura Quigley, senior vice president for APAC at Integral Ad Science, agrees that AI excels in analysing large datasets. However, she warns that generative AI can create misleading websites and impressions, highlighting the need for ongoing human oversight in brand safety efforts.

“We have noted that generative AI can create misleading websites, profiles, and impressions, highlighting the importance of sustained human oversight in brand safety efforts,” says Quigley.

RAPP’s Clark also cautions that AI tools are prone to 'hallucinations', where they fabricate data, particularly numerical figures. A recent survey by Hootsuite revealed that 62% of consumers are increasingly sceptical about AI-generated content.

“This is much more challenging for brands to manage, as identifying gen AI use in media content will be difficult. The best content should be unidentifiable,” explains Clark. "Brands need agreements in place with media agencies to ensure the quality and transparency of AI-generated content."

As AI and advanced technology tools continue to evolve, advertisers who strike the right balance between innovation and human oversight are likely to be best positioned to navigate the complexities of modern media landscapes. Those willing to embrace the opportunities within news environments—while maintaining transparency and adapting to ever-changing consumer sensitivities—will not only be able to safeguard their brand but also unlock the potential for greater reach and lasting impact.