Jack Benjamin and Omar Oakes unpick the media coverage and what's in store for the industry with another Donald Trump US presidency.They also discuss announcements from Origin and Barb, Sky’s big ad revenue miscalculation, GB News getting fined £100K by Ofcom and more.Highlights:01:00: Hot takes about hot takes about Trump12:30: Why Isba's Origin is starting to produce its own research14:30: Sky Media on the hook for underpaid ad revenue18:15: Why Barb is launching co-viewing data for the first time on linear and VOD20:40: Industry reactions to the budget24:10: GB News fined – is £100,000 a fair amount?28:15: Tech giants' earningsRelated articles:<a href="https://uk.themedialeader.com/isba-launches-quarterly-origin-media-landscape-study/" rel="noopener noreferrer" target="_blank">Isba launches quarterly Origin Media Landscape Study</a><a href="https://uk.themedialeader.com/sky-medias-ad-blunder-occurs-at-pain-point-in-tvs-transition-to-digital/" rel="noopener noreferrer" target="_blank">Sky Media’s ad blunder occurs at pain point in TV’s transition to digital</a><a href="https://uk.themedialeader.com/barb-to-reveal-tv-co-viewing-data-for-linear-and-streaming/" rel="noopener noreferrer" target="_blank">Barb to reveal TV co-viewing data for linear and streaming</a><a href="https://uk.themedialeader.com/welcome-clarity-ad-industry-reacts-to-labours-autumn-budget/" rel="noopener noreferrer" target="_blank">‘Welcome clarity’: Ad industry reacts to Labour’s autumn budget</a><a href="https://uk.themedialeader.com/ofcom-issues-first-financial-penalty-to-gb-news-for-rishi-sunak-qa/" rel="noopener noreferrer" target="_blank">Ofcom issues first financial penalty to GB News for Rishi Sunak Q&amp;A</a>---Visit<a href="https://the-media-leader.com/" rel="noopener noreferrer" target="_blank">&nbsp;The Media Leader</a>&nbsp;for the most authoritative news analysis and comment on what's happening in commercial media.&nbsp;LinkedIn:&nbsp;<a href="https://www.linkedin.com/company/themedialeader/" rel="noopener noreferrer" target="_blank">The Media Leader</a>YouTube:&nbsp;<a href="https://www.youtube.com/channel/UCvEyHn967bPe79mFtsn_OTg" rel="noopener noreferrer" target="_blank">The Media Leader</a>

<description>
 &lt;p&gt;Jack Benjamin and Omar Oakes unpick the media coverage and what's in store for the industry with another Donald Trump US presidency.&lt;/p&gt;&lt;p&gt;They also discuss announcements from Origin and Barb, Sky’s big ad revenue miscalculation, GB News getting fined £100K by Ofcom and more.&lt;/p&gt;&lt;p&gt;&lt;strong&gt;Highlights:&lt;/strong&gt;&lt;/p&gt;&lt;p&gt;&lt;strong&gt;01:00: &lt;/strong&gt;Hot takes about hot takes about Trump&lt;/p&gt;&lt;p&gt;&lt;strong&gt;12:30:&lt;/strong&gt; Why Isba's Origin is starting to produce its own research&lt;/p&gt;&lt;p&gt;&lt;strong&gt;14:30:&lt;/strong&gt; Sky Media on the hook for underpaid ad revenue&lt;/p&gt;&lt;p&gt;&lt;strong&gt;18:15:&lt;/strong&gt; Why Barb is launching co-viewing data for the first time on linear and VOD&lt;/p&gt;&lt;p&gt;&lt;strong&gt;20:40:&lt;/strong&gt; Industry reactions to the budget&lt;/p&gt;&lt;p&gt;&lt;strong&gt;24:10:&lt;/strong&gt; GB News fined – is £100,000 a fair amount?&lt;/p&gt;&lt;p&gt;&lt;strong&gt;28:15:&lt;/strong&gt; Tech giants' earnings&lt;/p&gt;&lt;p&gt;&lt;strong&gt;Related articles:&lt;/strong&gt;&lt;/p&gt;&lt;p&gt;&lt;a href="https://uk.themedialeader.com/isba-launches-quarterly-origin-media-landscape-study/" rel="noopener noreferrer" target="_blank"&gt;Isba launches quarterly Origin Media Landscape Study&lt;/a&gt;&lt;/p&gt;&lt;p&gt;&lt;a href="https://uk.themedialeader.com/sky-medias-ad-blunder-occurs-at-pain-point-in-tvs-transition-to-digital/" rel="noopener noreferrer" target="_blank"&gt;Sky Media’s ad blunder occurs at pain point in TV’s transition to digital&lt;/a&gt;&lt;/p&gt;&lt;p&gt;&lt;a href="https://uk.themedialeader.com/barb-to-reveal-tv-co-viewing-data-for-linear-and-streaming/" rel="noopener noreferrer" target="_blank"&gt;Barb to reveal TV co-viewing data for linear and streaming&lt;/a&gt;&lt;/p&gt;&lt;p&gt;&lt;a href="https://uk.themedialeader.com/welcome-clarity-ad-industry-reacts-to-labours-autumn-budget/" rel="noopener noreferrer" target="_blank"&gt;‘Welcome clarity’: Ad industry reacts to Labour’s autumn budget&lt;/a&gt;&lt;/p&gt;&lt;p&gt;&lt;a href="https://uk.themedialeader.com/ofcom-issues-first-financial-penalty-to-gb-news-for-rishi-sunak-qa/" rel="noopener noreferrer" target="_blank"&gt;Ofcom issues first financial penalty to GB News for Rishi Sunak Q&amp;amp;A&lt;/a&gt;&lt;/p&gt;&lt;p&gt;---&lt;/p&gt;&lt;p&gt;Visit&lt;a href="https://the-media-leader.com/" rel="noopener noreferrer" target="_blank"&gt;&lt;em&gt;&amp;nbsp;The Media Leader&lt;/em&gt;&lt;/a&gt;&amp;nbsp;for the most authoritative news analysis and comment on what's happening in commercial media.&amp;nbsp;&lt;/p&gt;&lt;p&gt;LinkedIn:&amp;nbsp;&lt;a href="https://www.linkedin.com/company/themedialeader/" rel="noopener noreferrer" target="_blank"&gt;The Media Leader&lt;/a&gt;&lt;/p&gt;&lt;p&gt;YouTube:&amp;nbsp;&lt;a href="https://www.youtube.com/channel/UCvEyHn967bPe79mFtsn_OTg" rel="noopener noreferrer" target="_blank"&gt;The Media Leader&lt;/a&gt;&lt;/p&gt;
 </description>

Jack Benjamin and Omar Oakes unpick the media coverage and what's in store for the industry with another Donald Trump US presidency. 

Trump, The Sequel: Has media learned anything since 2016?

This year, most major digital players including Meta, TikTok, Google and Pinterest have developed AI tools to help marketers get more out of their campaigns with less effort.Such tools, which often target the long tail of advertisers at small and medium-sized businesses, have helped boost ad revenues in the third quarter at many major social media companies.One of the most interesting companies that has released AI performance tools is Pinterest. In recent years, Pinterest has built out its capacity as a performance platform – a key strategic goal given so many users find and shop for products on the platform.Pinterest’s vice-president of performance, Matt Crystal, who recently moved to the UK from Silicon Valley, joins host Jack Benjamin to discuss Pinterest’s lower-funnel strategy, why AI performance tools are useful for advertisers of all sizes and why he believes Pinterest offers a healthier alternative to the "toxicity" of other social media."We're big believers that adopting Performance+ campaigns is going to deliver you better results and we're big believers that advertisers should decide," said Crystal. "One of the things we've heard a lot about from the industry is this idea that advertisers feel uncomfortable that they're giving themselves over to the 'black box'. We want to provide advertisers with this option and we want to give them the option for control."We believe there is a business model in doing good."Highlights:3:43: Pinterest's performance push6:52: What is Performance+ and what is Pinterest's competitive advantage?11:12: Addressing the "black box" critique of AI performance tools14:16: The distinction between "shopping" and "buying", and why Pinterest doesn't want to be a retailer20:45: Creating a healthier alternative to other social mediaRelated articles:<a href="https://uk.themedialeader.com/pinterest-eyes-performance-budgets-as-it-takes-on-big-tech/" rel="noopener noreferrer" target="_blank">Pinterest eyes performance budgets as it takes on Big Tech</a><a href="https://uk.themedialeader.com/two-myths-pinterest-is-keen-to-slay/" rel="noopener noreferrer" target="_blank">Two myths Pinterest is keen to slay</a><a href="https://uk.themedialeader.com/6-in-10-brits-say-brands-should-stop-funding-social-platforms-spreading-misinformation/" rel="noopener noreferrer" target="_blank">6 in 10 Brits say brands should stop funding social platforms spreading misinformation</a>---Thanks to our production partners Trisonic for editing this episode.<a href="https://trisonic.co.uk/" rel="noopener noreferrer" target="_blank">--&gt; Discover how Trisonic can elevate your brand and expand your business by connecting with your ideal audience</a>Visit<a href="https://the-media-leader.com/" rel="noopener noreferrer" target="_blank">&nbsp;The Media Leader</a>&nbsp;for the most authoritative news analysis and comment on what's happening in commercial media.&nbsp;LinkedIn:&nbsp;<a href="https://www.linkedin.com/company/themedialeader/" rel="noopener noreferrer" target="_blank">The Media Leader</a>YouTube:&nbsp;<a href="https://www.youtube.com/channel/UCvEyHn967bPe79mFtsn_OTg" rel="noopener noreferrer" target="_blank">The Media Leader</a>

<description>
 &lt;p&gt;This year, most major digital players including Meta, TikTok, Google and Pinterest have developed AI tools to help marketers get more out of their campaigns with less effort.&lt;/p&gt;&lt;p&gt;Such tools, which often target the long tail of advertisers at small and medium-sized businesses, have helped boost ad revenues in the third quarter at many major social media companies.&lt;/p&gt;&lt;p&gt;One of the most interesting companies that has released AI performance tools is Pinterest. In recent years, Pinterest has built out its capacity as a performance platform – a key strategic goal given so many users find and shop for products on the platform.&lt;/p&gt;&lt;p&gt;Pinterest’s vice-president of performance, Matt Crystal, who recently moved to the UK from Silicon Valley, joins host Jack Benjamin to discuss Pinterest’s lower-funnel strategy, why AI performance tools are useful for advertisers of all sizes and why he believes Pinterest offers a healthier alternative to the "toxicity" of other social media.&lt;/p&gt;&lt;p&gt;"We're big believers that adopting Performance+ campaigns is going to deliver you better results and&lt;em&gt; &lt;/em&gt;we're big believers that advertisers should decide," said Crystal. "One of the things we've heard a lot about from the industry is this idea that advertisers feel uncomfortable that they're giving themselves over to the 'black box'. We want to provide advertisers with this option and we want to give them the option for control.&lt;/p&gt;&lt;p&gt;"We believe there is a business model in doing good."&lt;/p&gt;&lt;p&gt;&lt;strong&gt;Highlights:&lt;/strong&gt;&lt;/p&gt;&lt;p&gt;&lt;strong&gt;3:43:&lt;/strong&gt; Pinterest's performance push&lt;/p&gt;&lt;p&gt;&lt;strong&gt;6:52: &lt;/strong&gt;What is Performance+ and what is Pinterest's competitive advantage?&lt;/p&gt;&lt;p&gt;&lt;strong&gt;11:12: &lt;/strong&gt;Addressing the "black box" critique of AI performance tools&lt;/p&gt;&lt;p&gt;&lt;strong&gt;14:16: &lt;/strong&gt;The distinction between "shopping" and "buying", and why Pinterest doesn't want to be a retailer&lt;/p&gt;&lt;p&gt;&lt;strong&gt;20:45:&lt;/strong&gt; Creating a healthier alternative to other social media&lt;/p&gt;&lt;p&gt;&lt;strong&gt;Related articles:&lt;/strong&gt;&lt;/p&gt;&lt;p&gt;&lt;a href="https://uk.themedialeader.com/pinterest-eyes-performance-budgets-as-it-takes-on-big-tech/" rel="noopener noreferrer" target="_blank"&gt;Pinterest eyes performance budgets as it takes on Big Tech&lt;/a&gt;&lt;/p&gt;&lt;p&gt;&lt;a href="https://uk.themedialeader.com/two-myths-pinterest-is-keen-to-slay/" rel="noopener noreferrer" target="_blank"&gt;Two myths Pinterest is keen to slay&lt;/a&gt;&lt;/p&gt;&lt;p&gt;&lt;a href="https://uk.themedialeader.com/6-in-10-brits-say-brands-should-stop-funding-social-platforms-spreading-misinformation/" rel="noopener noreferrer" target="_blank"&gt;6 in 10 Brits say brands should stop funding social platforms spreading misinformation&lt;/a&gt;&lt;/p&gt;&lt;p&gt;---&lt;/p&gt;&lt;p&gt;&lt;strong&gt;Thanks to our production partners Trisonic for editing this episode.&lt;/strong&gt;&lt;/p&gt;&lt;p&gt;&lt;a href="https://trisonic.co.uk/" rel="noopener noreferrer" target="_blank"&gt;&lt;strong&gt;--&amp;gt; Discover how Trisonic can elevate your brand and expand your business by connecting with your ideal audience&lt;/strong&gt;&lt;/a&gt;&lt;/p&gt;&lt;p&gt;Visit&lt;a href="https://the-media-leader.com/" rel="noopener noreferrer" target="_blank"&gt;&lt;em&gt;&amp;nbsp;The Media Leader&lt;/em&gt;&lt;/a&gt;&amp;nbsp;for the most authoritative news analysis and comment on what's happening in commercial media.&amp;nbsp;&lt;/p&gt;&lt;p&gt;LinkedIn:&amp;nbsp;&lt;a href="https://www.linkedin.com/company/themedialeader/" rel="noopener noreferrer" target="_blank"&gt;The Media Leader&lt;/a&gt;&lt;/p&gt;&lt;p&gt;YouTube:&amp;nbsp;&lt;a href="https://www.youtube.com/channel/UCvEyHn967bPe79mFtsn_OTg" rel="noopener noreferrer" target="_blank"&gt;The Media Leader&lt;/a&gt;&lt;/p&gt;
 </description>

Jack Benjamin speaks with Pinterest performance VP Matt Crystal about AI performance tools, Pinterest's lower-funnel strategy and why social media needs to become less "toxic".

How useful are AI performance tools? With Pinterest's Matt Crystal

A conversation about the future of TV advertising featuring executives from Sky Media, Direct Line Group, Channel 4 and Samba TV.At our recent Future of Media Manchester event, this panel stood out for revealing key insights about how advertisers and broadcasters have made significant changes over recent years to make the most of digital tools and measurement.Moderated by The Zoo.London co-founder Rachel Forde, the speakers were:<ul><li>Amy Taylor, head of investment, Sky Media</li><li>Ewan Douglas, head of sales and business development, Channel 4</li><li>Sam Taylor, head of performance marketing and CRM, Direct Line Group</li><li>Jay Fowdar, vice-president, international customer success, Samba TV</li></ul> “We’re at a tipping point where quality data will drive effective outcomes – and it’s less about the cost per unit and it’s more about outcomes.” – S Taylor"[A]s viewing continues to fragment, linear viewing will become increasingly important to advertisers who want to secure a line with key cultural moments." — A Taylor“You can’t measure clicks on TV, which has always been the driving factor in digital.” — Fowdar"[TV has] become more flexible and that will continue to happen." — Douglas---Visit<a href="https://the-media-leader.com/" rel="noopener noreferrer" target="_blank">&nbsp;The Media Leader</a>&nbsp;for the most authoritative news analysis and comment on what's happening in commercial media.&nbsp;LinkedIn:&nbsp;<a href="https://www.linkedin.com/company/themedialeader/" rel="noopener noreferrer" target="_blank">The Media Leader</a>YouTube:&nbsp;<a href="https://www.youtube.com/channel/UCvEyHn967bPe79mFtsn_OTg" rel="noopener noreferrer" target="_blank">The Media Leader</a>

<description>
 &lt;p&gt;A conversation about the future of TV advertising featuring executives from Sky Media, Direct Line Group, Channel 4 and Samba TV.&lt;/p&gt;&lt;p&gt;At our recent Future of Media Manchester event, this panel stood out for revealing key insights about how advertisers and broadcasters have made significant changes over recent years to make the most of digital tools and measurement.&lt;/p&gt;&lt;p&gt;Moderated by The Zoo.London co-founder Rachel Forde, the speakers were:&lt;/p&gt;&lt;ul&gt;&lt;li&gt;Amy Taylor, head of investment, Sky Media&lt;/li&gt;&lt;li&gt;Ewan Douglas, head of sales and business development, Channel 4&lt;/li&gt;&lt;li&gt;Sam Taylor, head of performance marketing and CRM, Direct Line Group&lt;/li&gt;&lt;li&gt;Jay Fowdar, vice-president, international customer success, Samba TV&lt;/li&gt;&lt;/ul&gt;&lt;p&gt;&lt;br&gt;&lt;/p&gt;&lt;p&gt;“We’re at a tipping point where quality data will drive effective outcomes – and it’s less about the cost per unit and it’s more about outcomes.” – S Taylor&lt;/p&gt;&lt;p&gt;"[A]s viewing continues to fragment, linear viewing will become increasingly important to advertisers who want to secure a line with key cultural moments." — A Taylor&lt;/p&gt;&lt;p&gt;“You can’t measure clicks on TV, which has always been the driving factor in digital.” — Fowdar&lt;/p&gt;&lt;p&gt;"[TV has] become more flexible and that will continue to happen." — Douglas&lt;/p&gt;&lt;p&gt;---&lt;/p&gt;&lt;p&gt;Visit&lt;a href="https://the-media-leader.com/" rel="noopener noreferrer" target="_blank"&gt;&lt;em&gt;&amp;nbsp;The Media Leader&lt;/em&gt;&lt;/a&gt;&amp;nbsp;for the most authoritative news analysis and comment on what's happening in commercial media.&amp;nbsp;&lt;/p&gt;&lt;p&gt;LinkedIn:&amp;nbsp;&lt;a href="https://www.linkedin.com/company/themedialeader/" rel="noopener noreferrer" target="_blank"&gt;The Media Leader&lt;/a&gt;&lt;/p&gt;&lt;p&gt;YouTube:&amp;nbsp;&lt;a href="https://www.youtube.com/channel/UCvEyHn967bPe79mFtsn_OTg" rel="noopener noreferrer" target="_blank"&gt;The Media Leader&lt;/a&gt;&lt;/p&gt;
 </description>

A conversation about the future of TV advertising featuring executives from Sky Media, Direct Line Group, Channel 4 and Samba TV. 

TV's 'tipping point': In conversation with Sky, C4, Direct Line and Samba TV

It's earnings season and the publicly listed agency groups have been more expansive about their "proprietary media" or "principal-based media" products.Jack Benjamin and Omar Oakes discuss why this is important to these companies' growth and what it means for advertisers that may or may not wish for their media to be bought this way.They also discuss Netflix's earnings and its future as an ad seller and gaming provider, the latest Rajar listening figures, increased losses for Sky and why Joker sequel Folie à Deux is bombing at the box office.Highlights:01:10: Earnings comparison: WPP, Publicis Groupe, Interpublic and Omnicom15:15: Rajar top takeaways16:20: Sky's losses and its two big content challenges25:00: Netflix earnings34:10: IPA Bellwether: why are marketers cautious about the UK right now?39:00: Joker: Folie à D'ohRelated articles:<a href="https://uk.themedialeader.com/losses-mount-at-sky-ahead-of-wbd-showdown/" rel="noopener noreferrer" target="_blank">Losses mount at Sky ahead of WBD showdown</a><a href="https://uk.themedialeader.com/netflix-ceo-work-still-ahead-of-us-to-improve-ad-offering/" rel="noopener noreferrer" target="_blank">Netflix CEO: ‘Work still ahead of us’ to improve ad offering</a><a href="https://uk.themedialeader.com/ipa-bellwether-main-media-budgets-expand-even-as-total-marketing-budgets-stall/" rel="noopener noreferrer" target="_blank">IPA Bellwether: Media budgets to expand despite total marketing ‘on ice’</a>---PLEASE SUBSCRIBE AND WRITE SOMETHING NICE ABOUT THE PODCASTConstructive criticism and requests are massively appreciated too and our email is: news@the-media-leader.com.

<description>
 &lt;p&gt;It's earnings season and the publicly listed agency groups have been more expansive about their "proprietary media" or "principal-based media" products.&lt;/p&gt;&lt;p&gt;Jack Benjamin and Omar Oakes discuss why this is important to these companies' growth and what it means for advertisers that may or may not wish for their media to be bought this way.&lt;/p&gt;&lt;p&gt;They also discuss Netflix's earnings and its future as an ad seller and gaming provider, the latest Rajar listening figures, increased losses for Sky and why &lt;em&gt;Joker&lt;/em&gt; sequel &lt;em&gt;Folie à Deux&lt;/em&gt; is bombing at the box office.&lt;/p&gt;&lt;p&gt;&lt;strong&gt;Highlights:&lt;/strong&gt;&lt;/p&gt;&lt;p&gt;&lt;strong&gt;01:10:&lt;/strong&gt; Earnings comparison: WPP, Publicis Groupe, Interpublic and Omnicom&lt;/p&gt;&lt;p&gt;&lt;strong&gt;15:15:&lt;/strong&gt; Rajar top takeaways&lt;/p&gt;&lt;p&gt;&lt;strong&gt;16:20:&lt;/strong&gt; Sky's losses and its two big content challenges&lt;/p&gt;&lt;p&gt;&lt;strong&gt;25:00:&lt;/strong&gt; Netflix earnings&lt;/p&gt;&lt;p&gt;&lt;strong&gt;34:10:&lt;/strong&gt; IPA &lt;em&gt;Bellwether&lt;/em&gt;: why are marketers cautious about the UK right now?&lt;/p&gt;&lt;p&gt;&lt;strong&gt;39:00:&lt;/strong&gt; &lt;em&gt;Joker&lt;/em&gt;: Folie à D'oh&lt;/p&gt;&lt;p&gt;&lt;strong&gt;Related articles:&lt;/strong&gt;&lt;/p&gt;&lt;p&gt;&lt;a href="https://uk.themedialeader.com/losses-mount-at-sky-ahead-of-wbd-showdown/" rel="noopener noreferrer" target="_blank"&gt;Losses mount at Sky ahead of WBD showdown&lt;/a&gt;&lt;/p&gt;&lt;p&gt;&lt;a href="https://uk.themedialeader.com/netflix-ceo-work-still-ahead-of-us-to-improve-ad-offering/" rel="noopener noreferrer" target="_blank"&gt;Netflix CEO: ‘Work still ahead of us’ to improve ad offering&lt;/a&gt;&lt;/p&gt;&lt;p&gt;&lt;a href="https://uk.themedialeader.com/ipa-bellwether-main-media-budgets-expand-even-as-total-marketing-budgets-stall/" rel="noopener noreferrer" target="_blank"&gt;IPA Bellwether: Media budgets to expand despite total marketing ‘on ice’&lt;/a&gt;&lt;/p&gt;&lt;p&gt;---&lt;/p&gt;&lt;p&gt;PLEASE SUBSCRIBE AND WRITE SOMETHING NICE ABOUT THE PODCAST&lt;/p&gt;&lt;p&gt;Constructive criticism and requests are massively appreciated too and our email is: news@the-media-leader.com.&lt;/p&gt;
 </description>

It's earnings season and the publicly listed agency groups have been more expansive about their "proprietary media" or "principal-based media" products. 

Agency bosses talk tough over principal media

On a panel at The Future of Media Manchester a few weeks ago, members from Stagwell agencies HarrisX and Goodstuff took the stage to unpack new research which found that advertising adjacent to quality news is brand safe — even against "hard news" subjects like war and politics.The research undermined common concerns that advertisers express about not wanting their ads to be placed next to hard news content, which they often, wrongly it seems, deem brand unsafe.Since then, there has been an <a href="https://www.teads.com/the-value-of-tradtional-news-quality-journalism/" rel="noopener noreferrer" target="_blank">additional study</a> by Teads and Lumen which came to a similar conclusion.The panel session was hosted by Ozone’s client services director Emma Cranston, and featured Alex Chizhik, chief commercial officer at HarrisX, and Paul Gayfer, planning partner at Goodstuff Communications.“We need to recognise that blocklists are a very blunt tool," said Gayfer.Chizhik added: “I’m hoping brands see that limiting their spend, limiting advertising based on the different stories folks can run, just leads us down a really bad path from a citizenship perspective, from a humanitarian perspective, and frankly from a business perspective.”Highlights:2:38: Summary of Stagwell's findings7:09: Initial reaction from advertisers and publishers8:56: Why are brands using keyword blocklists?10:13: The halo effect of trust and premium inventory14:45: Hope for changeRelated articles:<a href="https://uk.themedialeader.com/advertising-adjacent-to-quality-news-content-is-brand-safe-regardless-of-topic/" rel="noopener noreferrer" target="_blank">Advertising adjacent to quality news content is brand-safe regardless of topic</a><a href="https://uk.themedialeader.com/lessons-from-manchester-medias-industrial-revolution-needs-you/" rel="noopener noreferrer" target="_blank">Lessons from Manchester: Media’s industrial revolution needs you</a><a href="https://uk.themedialeader.com/half-of-reachs-euro-2024-coverage-wrongly-identified-by-brands-as-unsafe/" rel="noopener noreferrer" target="_blank">Half of Reach’s Euro 2024 coverage wrongly identified by brands as unsafe</a>---Visit<a href="https://the-media-leader.com/" rel="noopener noreferrer" target="_blank">&nbsp;The Media Leader</a>&nbsp;for the most authoritative news analysis and comment on what's happening in commercial media.&nbsp;LinkedIn:&nbsp;<a href="https://www.linkedin.com/company/themedialeader/" rel="noopener noreferrer" target="_blank">The Media Leader</a>YouTube:&nbsp;<a href="https://www.youtube.com/channel/UCvEyHn967bPe79mFtsn_OTg" rel="noopener noreferrer" target="_blank">The Media Leader</a>

<description>
 &lt;p&gt;On a panel at The Future of Media Manchester a few weeks ago, members from Stagwell agencies HarrisX and Goodstuff took the stage to unpack new research which found that advertising adjacent to quality news is brand safe — even against "hard news" subjects like war and politics.&lt;/p&gt;&lt;p&gt;The research undermined common concerns that advertisers express about not wanting their ads to be placed next to hard news content, which they often, wrongly it seems, deem brand unsafe.&lt;/p&gt;&lt;p&gt;Since then, there has been an &lt;a href="https://www.teads.com/the-value-of-tradtional-news-quality-journalism/" rel="noopener noreferrer" target="_blank"&gt;additional study&lt;/a&gt; by Teads and Lumen which came to a similar conclusion.&lt;/p&gt;&lt;p&gt;The panel session was hosted by Ozone’s client services director Emma Cranston, and featured Alex Chizhik, chief commercial officer at HarrisX, and Paul Gayfer, planning partner at Goodstuff Communications.&lt;/p&gt;&lt;p&gt;“We need to recognise that blocklists are a very blunt tool," said Gayfer.&lt;/p&gt;&lt;p&gt;Chizhik added: “I’m hoping brands see that limiting their spend, limiting advertising based on the different stories folks can run, just leads us down a really bad path from a citizenship perspective, from a humanitarian perspective, and frankly from a business perspective.”&lt;/p&gt;&lt;p&gt;&lt;strong&gt;Highlights:&lt;/strong&gt;&lt;/p&gt;&lt;p&gt;&lt;strong&gt;2:38:&lt;/strong&gt; Summary of Stagwell's findings&lt;/p&gt;&lt;p&gt;&lt;strong&gt;7:09: &lt;/strong&gt;Initial reaction from advertisers and publishers&lt;/p&gt;&lt;p&gt;&lt;strong&gt;8:56: &lt;/strong&gt;Why are brands using keyword blocklists?&lt;/p&gt;&lt;p&gt;&lt;strong&gt;10:13: &lt;/strong&gt;The halo effect of trust and premium inventory&lt;/p&gt;&lt;p&gt;&lt;strong&gt;14:45: &lt;/strong&gt;Hope for change&lt;/p&gt;&lt;p&gt;&lt;strong&gt;Related articles:&lt;/strong&gt;&lt;/p&gt;&lt;p&gt;&lt;a href="https://uk.themedialeader.com/advertising-adjacent-to-quality-news-content-is-brand-safe-regardless-of-topic/" rel="noopener noreferrer" target="_blank"&gt;Advertising adjacent to quality news content is brand-safe regardless of topic&lt;/a&gt;&lt;/p&gt;&lt;p&gt;&lt;a href="https://uk.themedialeader.com/lessons-from-manchester-medias-industrial-revolution-needs-you/" rel="noopener noreferrer" target="_blank"&gt;Lessons from Manchester: Media’s industrial revolution needs you&lt;/a&gt;&lt;/p&gt;&lt;p&gt;&lt;a href="https://uk.themedialeader.com/half-of-reachs-euro-2024-coverage-wrongly-identified-by-brands-as-unsafe/" rel="noopener noreferrer" target="_blank"&gt;Half of Reach’s Euro 2024 coverage wrongly identified by brands as unsafe&lt;/a&gt;&lt;/p&gt;&lt;p&gt;---&lt;/p&gt;&lt;p&gt;Visit&lt;a href="https://the-media-leader.com/" rel="noopener noreferrer" target="_blank"&gt;&lt;em&gt;&amp;nbsp;The Media Leader&lt;/em&gt;&lt;/a&gt;&amp;nbsp;for the most authoritative news analysis and comment on what's happening in commercial media.&amp;nbsp;&lt;/p&gt;&lt;p&gt;LinkedIn:&amp;nbsp;&lt;a href="https://www.linkedin.com/company/themedialeader/" rel="noopener noreferrer" target="_blank"&gt;The Media Leader&lt;/a&gt;&lt;/p&gt;&lt;p&gt;YouTube:&amp;nbsp;&lt;a href="https://www.youtube.com/channel/UCvEyHn967bPe79mFtsn_OTg" rel="noopener noreferrer" target="_blank"&gt;The Media Leader&lt;/a&gt;&lt;/p&gt;
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Members from Stagwell agencies HarrisX and Goodstuff unpack new research which has found advertising adjacent to quality news is brand safe — even against "hard news" subjects like war and politics. 

The mounting case against blocklists

The Media Leader is the leading source of analysis, data, opinion and trends in commercial media and advertising.Hosted by editor-in-chief Omar Oakes and reporter Jack Benjamin, we speak to senior leaders and rising stars about the key challenges media faces as part of our mission to stand up for courage, inclusion and excellence in media.Find out more at <a href="https://the-media-leader.com/" rel="noopener noreferrer" target="_blank">the-media-leader.com</a> and <a href="https://info.uk.adwanted.com/themedialeader-sign-up" rel="noopener noreferrer" target="_blank">subscribe to our daily newsletter</a>.

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