Have I got news for you? Not unless advertisers invest in quality journalism

He was speaking alongside Dan Glynn, programmatic lead, Heineken, Anthony Crocker, director of commercial success, The Telegraph, and Michelle Sarpong, commercial lead, The7stars, in The Drum Live’s dynamic ‘Attention Advertisers: Have We Got News for You?’ session. A panel with a difference, the session saw the industry leaders competing to shout out answers in a quick-fire news quiz, buzz in words for missing headlines and separate fake news from real views in a bonus round for the win.

As advertisers focus on shiny new platforms, the panel discussed why news content remains a largely overlooked but powerful channel for engaging valuable consumers – especially with the use of attention metrics.

Value of news audiences

News consumers are active, engaged, and valuable audiences, but advertisers frequently pass over them in favor of social media advertising, the panel agrees. In fact, 30% of premium publishing inventory remains undersold, despite the fact that consumers spend more time on the open internet compared to walled gardens and social media ad costs have risen by an average of 61%.

Brands are missing out on connecting more meaningfully with their audience, says Sarpong: “When you’re reading a news brand, you’re much more honed in. News content offers the best environment for advertising.” There’s also the added value of being able to tap into publisher’s ‘abundant’ first-party data, she says.

Meanwhile, investing in premium content not only creates a positive environment for ads, but also supports the critical role of journalism in society. As Glynn says: “When advertisers target news environments, they’re investing in quality journalism, which plays an essential role in a free society.”

Crocker goes further in calling out industry hypocrisy: “Brands want to be seen as purpose-driven but aren’t supporting quality journalism that tackles social justice and sustainability.”

So what’s holding advertisers back from becoming front page news with their audiences?

Why news publishing isn’t scooping advertisers

As Cheeseman says, programmatic campaigns need to prioritize quality environments, such as news platforms, rather than relying solely on volume-driven, lower-quality sources. And superficial metrics need to be tossed in favor of those which “provide a true measure of how consumers are actually interacting with content.”

Brand safety concerns and blunt keyword blocking tools are also playing their part in keeping advertisers from valuable open internet audiences.

At the same, though, publishers themselves haven’t fully capitalized on the opportunity at hand. Crocker admits the industry has struggled because it hasn’t successfully communicated its value yet: “they haven’t leaned into the opportunity to tell their story in an advanced way,” he says.

Why advertisers need to be attention-seekers

The panel agrees that attention metrics are a powerful answer to these issues. And that’s because they provide deeper insights into how long consumers spend with content, how they engage with ads, and how this translates into brand awareness and purchase consideration.

Cheeseman is a passionate advocate. He says: “Attention metrics… give us a real understanding of what’s resonating with audiences. When advertisers incorporate these insights, they can improve the quality and relevance of their campaigns significantly.”

Glynn agrees, sharing a recent study from Heineken, which found that just two seconds of focused attention delivered a 20% brand uplift.

As the session concluded, its key headline was clear: news audiences are a goldmine for advertisers willing to move beyond outdated metrics and take advantage of the attention-driven insights offered by today’s digital landscape.

For more hot off the press insights, actionable advice and lively discussion in a panel with a difference, watch the full video of the ‘Attention Advertisers: Have We Got News For You?’ show.