From brand lift to memory recall: How news media boosts ad impact

A study commissioned by Australian media alliance ThinkNewsBrands examines the impact of news platforms on consumers’ path to purchase by focusing on memory effects, brand attitudes and purchase propensity.

Do news platforms spell good news for ads?

Going by the findings of the recent – and largest – cross-media advertising effectiveness study conducted in Australia, the answer is yes – news platforms yield better brand engagement, along with enhanced ad effectiveness.