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Arab News
5 days ago
- Business
- Arab News
What today's audiences want from brands — and why news delivers it
While visiting my family in New York recently, I found myself observing how my nephews engage with content, especially news. What they consider news, where they find it, and who they trust to deliver it is vastly different from traditional expectations. This shift is echoed in the 2025 Reuters Digital News Report, which shows that younger audiences, in particular, are more selective than ever in where they get their news and who they trust. Attention is limited, and trust — once lost — is hard to regain. For brands, this presents a pressing challenge: How do you stay visible, relevant, and memorable in such a fast-evolving media landscape? The answer lies in a powerful, yet often underestimated, space — trusted news media. Yes, news. In an age of algorithms and ad fatigue, credible news environments offer something rare and powerful: trust. In a world where trust drives engagement and loyalty, news is a strategic asset for brand building and connecting with audiences. When a brand appears in a trusted news environment, it does not just gain exposure; it also gains credibility. According to CNN's Brand Power study, which surveyed 1,200 senior marketing professionals, nearly 90 percent of marketing leaders say international news is an essential part of their brand strategy. They turn to the news for its high-quality, trusted, and impactful environment. This is the halo effect of strong journalistic brands. Brands benefit from the integrity and authority of the news platforms on which they appear. That trust transfers, and in a time of misinformation and media skepticism, it is more valuable than ever. Today's audiences are informed, selective, and value-driven. They want brands to be authentic and relevant. News provides the context and credibility that help brands meet these expectations. It allows them to show, not just tell, what they stand for. Even as some consumers moderate their news consumption due to fatigue, many remain deeply engaged with trusted sources, especially during major global moments. Events like the 2024 US Election and the COP29 climate summit drew millions of viewers worldwide, demonstrating the enduring power of news to unite and inform. These are the audiences that matter most: thoughtful, curious, and open to meaningful messaging. According to our Brand Power study, marketing leaders recognize this — many agree that brands appearing in trusted news environments during key moments are rewarded with increased brand exposure, elevated brand status, and heightened audience attention, engagement, and interest. There is a persistent myth that news is a risky space for advertisers. The truth is the opposite. Reputable news organizations uphold rigorous editorial standards, making them among the safest and most effective environments for advertising. News audiences are highly engaged and influential. They are not just scrolling; they are seeking. Research from WARC and Stagwell consistently shows that audiences in news environments are in an active, information-seeking mindset, making them significantly more engaged and receptive to brand messaging. This elevated level of attention leads to stronger brand recall, deeper trust, and a higher likelihood of consumer action. When brands align with quality journalism, they benefit from increased purchase intent and more meaningful emotional engagement. In fact, according to Stagwell research, 84 percent of consumers say they trust brands more when they appear in brand-safe environments, such as trusted news media, underscoring the unique value of journalism as both a high-impact and low-risk advertising channel. The goal is not just to be seen; it is to be remembered and trusted. News helps brands move from awareness to action through storytelling that informs and inspires. We have seen how campaigns integrated into trusted editorial environments consistently outperform traditional formats. They do not interrupt; they connect. According to WARC research, ads placed in premium news environments are up to two times more trusted and 1.5 times more likely to be viewed than those in non-premium contexts. Despite strong evidence supporting the effectiveness of news for advertisers, a concerning trend is emerging: Many brands are retreating from news. A recent WARC study projects that global ad spend on news brands will decline by 33 percent in 2025 compared to 2019. In a world where media is fragmented and audiences are skeptical, news offers something uniquely powerful: a foundation of trust. It provides the credibility, context, and connection that modern brands need to thrive. Brands that embrace news do not just advertise; they build relationships. They don't just sell; they stand for something. And in doing so, they create campaigns that not only perform but also endure. In a distracted world, trust is everything — and news is where trust lives. Advertising in the news is not just good for society; it is a smart, strategic choice for brands. Advertisers have a vital role to play in sustaining a healthy and truthful information ecosystem, one where my nephews and future generations can grow up with access to trusted, credible news.
Yahoo
26-05-2025
- Business
- Yahoo
Non-Alcoholic Beverages Event Sponsorship Benchmarks Report 2025: Optimize Campaigns with Real-World Metrics and Consumer Analysis
Unlock experiential marketing success with our comprehensive benchmarking report in the non-alcoholic beverage sector. Gain insights on consumer engagement, ROI, demographic reach, and more. Optimize campaigns using over 50 detailed tables and proven strategies. Essential for marketing professionals. Dublin, May 26, 2025 (GLOBE NEWSWIRE) -- The "Event Sponsorship Benchmarks for Non-Alcoholic Beverages" has been added to offering. Discover the power of experiential marketing in the non-alcoholic beverage sector with our comprehensive benchmarking report. This essential resource provides an in-depth analysis of performance metrics, drawn from extensive industry data, to offer key performance indicators (KPIs), best practices, and strategic insights crucial for planning and executing successful marketing campaigns. The report focuses on critical metrics such as consumer engagement rates, cost efficiency, demographic reach, brand awareness, and return on investment (ROI), providing a robust framework for evaluating and optimizing campaigns. It guides marketing professionals from the initial stages of planning to execution and performance evaluation, ensuring a holistic approach to experiential marketing. Inside, you'll find detailed sections on measurement methodology and theoretical frameworks that underpin experiential marketing effectiveness. The document delves into ROI modeling and consumer behavior analysis, setting industry-specific performance standards. By addressing these areas, marketers can better understand the impact of their efforts and identify opportunities for improvement. With over 50 detailed tables and extensive analytical commentary, this report is an invaluable tool for both strategic planning and operational implementation. The benchmarks included are based on real-world campaign data, providing reliable standards for performance evaluation across various industry categories and consumer segments. Whether you're in the planning phase or looking to refine ongoing campaigns, this report offers actionable insights to enhance your marketing strategies. By leveraging this detailed analysis, you can ensure your campaigns not only reach but resonate with your target audience, ultimately driving brand awareness and profitability in the competitive non-alcoholic beverage market. Key Topics Covered: 1. List of Tables1.1 Interactions per Activation Hour1.2 Interactions per Event Day1.3 Cost per Interaction1.4 Sampling/ Interaction Type1.5 Interaction Benchmarks by Industry Category1.6 Cost per Event Day1.7 Cost per Event Day Benchmarks by Industry Category1.8 Gender Prevalence Overall1.9 Gender Prevalence Benchmarks by Industry Category1.10 Age/ Generation Prevalence Overall1.11 Age/ Generation Prevalence Benchmarks by Industry Category1.12 Parental Status Prevalence Overall1.13 Parental Status Prevalence Benchmarks by Industry Category1.14 Consumer Brand Awareness Overall1.15 Consumer Brand Awareness Benchmarks by Gender1.16 Consumer Brand Awareness Benchmarks by Generation1.17 Consumer Brand Awareness Benchmarks by Parental Status1.18 Consumer Brand Awareness Benchmarks by Industry Category1.19 Consumer Recommend Intent/ Advocacy Overall1.20 Consumer Recommend Intent/ Advocacy Benchmarks by Gender1.21 Consumer Recommend Intent/ Advocacy Benchmarks by Generation1.22 Consumer Recommend Intent/ Advocacy Benchmarks by Parental Status1.23 Consumer Recommend Intent/ Advocacy Benchmarks by Industry Category1.24 Consumer Purchase Intent Overall1.25 Consumer Loyalty Benchmarks by Gender1.26 Consumer Purchase Intent Benchmarks by Generation1.27 Consumer Purchase Intent Benchmarks by Parental Status1.28 Consumer Purchase Intent Benchmarks by Industry Category1.29 Current Customers/ Buyers Purchase Intent Benchmarks by Gender1.30 Current Customers/ Buyers Purchase Intent Benchmarks by Generation1.31 Current Customers/ Buyers Purchase Intent Benchmarks by Parental Status1.32 Current Customers/ Buyers Purchase Intent Benchmarks by Industry Category1.33 Win-Back Consumers Purchase Intent Benchmarks by Gender1.34 Win-Back Consumers Purchase Intent Benchmarks by Generation1.35 Win-Back Consumers Purchase Intent Benchmarks by Parental Status1.36 Win-Back Consumer Purchase Intent Benchmarks by Industry Category1.37 Newly Educated/ Aware Non-Customer Purchase Intent Benchmarks by Gender1.38 Newly Educated/ Aware Non-Customer Purchase Intent Benchmarks by Generation1.39 Newly Educated/ Aware Non-Customer Purchase Intent Benchmarks by Parental Status1.40 Newly Educated/ Aware Non-Customer Purchase Intent Benchmarks by Industry Category1.41 Sample Impression Benchmark Values by Media Channel1.42 Word-of-Mouth Averages: People Told1.43 Sample Experiential Revenue Model1.44 Metrics Required for Experiential ROI Modeling1.45 Derived Return-on-Investment (ROI) Benchmarks1.46 Derived ROI Variation by Product Price and Event Budget1.47 Derived ROI Benchmarks by Industry Category1.48 Direct ROI Benchmarks Overall1.49 Direct ROI Benchmarks by Industry Category1.50 Full Database Overview: Generation Exit Interview Counts by Gender1.51 Full Database Overview: Parental Status Exit Interview Counts by Gender1.52 Full Database Overview: Industry and Venue Classification Counts1.53 Full Database Overview: Consumer Interview Counts by Geographic Region and State2. Introduction to This Report2.1. Some Legal Context2.2. This Report and Other Reports Available3. Using Benchmarks to Build Best-in-Class Experiential Marketing Campaigns3.1. Designing a Winning Marketing Campaign3.2. Selling to Stakeholders3.3. Negotiating Better Venue/Sponsorship Agreements3.4. Validating a Proposal's Performance Promises and Budget3.5. Managing Campaign Performance4. Experiential Measurement Best Practices - The Theory4.1. Measuring Experiential and Event Marketing4.2. How Event Marketing Drives Purchase Behavior4.3. How to Generate Consumer Insights with your Event Marketing Data5. Metrics and Definitions for this Report5.1. How to Choose the Most Appropriate Benchmarks5.2. Table Structure and Data Anonymity6. Event Marketing Reach6.1. Introduction6.2. Event Marketing Efficiency6.3. Cost per Event Day6.4. Event Marketing Reach Quality6.5. Benchmarking Event Marketing Reach Quality7. Event Marketing Impact7.1. Introduction7.2. The 4-Stage Purchase Cycle and Event Marketing Impact7.3. Event Marketing Impact Metrics - Consumer Awareness7.4. Event Marketing Impact Metrics - Advocacy and Purchase8. Event Marketing Return-on-Investment8.1. What is ROI and What Drives It?8.2. The ROI Model8.3. Using ROI Modeling to Develop Campaign Strategy8.4. Return-on-Investment Benchmark Calculations9. Appendix9.1. Full Benchmarking Database Profile9.2. Benchmarking Definitions, Methodology and Analysts' Notes9.3. Terms of Service For more information about this report visit About is the world's leading source for international market research reports and market data. We provide you with the latest data on international and regional markets, key industries, the top companies, new products and the latest trends. CONTACT: CONTACT: Laura Wood,Senior Press Manager press@ For E.S.T Office Hours Call 1-917-300-0470 For U.S./ CAN Toll Free Call 1-800-526-8630 For GMT Office Hours Call +353-1-416-8900Error in retrieving data Sign in to access your portfolio Error in retrieving data Error in retrieving data Error in retrieving data Error in retrieving data
