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Scarlett O'Donoghue 

WMG: quality journalism boosts ad performance

WMG: quality journalism boosts ad performance

New figures from the World Media Group (WMG), an alliance of ten international media brands, have demonstrated the ‘premium’ effect that boosts the performance of ad campaigns when viewed within a high quality, trusted editorial environment.

In addition, independent analysis conducted by SaaS analytics and measurement firm Moat shows that premium digital inventory across all WMG brands, which include The Wall Street Journal, The Economist, Bloomberg and Forbes, outperforms all of Moat's benchmarks in Q3 2017.

WMG's research also reveals that there has been a significant increase in attention measures year-on-year, in particular, the active page dwell time for WMG display desktop is 72% higher (84.5s) than the Moat benchmark and in-view time is 51% higher (41.2s).

Meanwhile, the WMG video dektop in-view rate is 16% higher, and the mobile web universal touch rate is 73% higher.

Rupert Turnbull, vice president, EMEA & LatAm at Time Inc, a member of the WMG, explains; "ironically, it seems that far from turning consumers away from us, the ‘Trump-factor’ has had a positive impact across the World Media Group in the past twelve months.

"The Moat analysis adds to the growing body of evidence that suggests consumers are not only actively searching for quality journalism on trusted sites, but also moving away from bite-sized, click-bait headlines and enjoying the long form content created by quality media brands.

"This is great news for advertisers who are benefiting from the halo effect of our readers’ greater attention levels when viewing our content."


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