The WARC Podcast How advertising ended up with a news problem
5 snips
Apr 29, 2025 Omar Oakes, founder of OOmph and seasoned media journalist, joins Jamie Credland, CEO of World Media Group and advocate for trusted journalism. They dive into the strained relationship between advertising and news media, revealing the decline in ad spend on hard news and its implications. The rise of creator journalists is also discussed, along with the challenges they pose to journalistic integrity. They explore new strategies for publishers to enhance revenue and foster better relationships with advertisers, emphasizing collaboration and education.
AI Snips
Chapters
Transcript
Episode notes
Decline in News Ad Spend
- Only 4% of UK TV ad spend is allocated to news programming, highlighting the industry's neglect of news content.
- Ad spend against user-generated content is forecast to surpass professionally produced content for the first time, signaling a major industry shift.
Flaws in Media Buying Strategy
- Media buying lacks strategic thinking, often buying audiences despite the content rather than for it.
- Keyword blocking is a blunt, short-term tool driven by risk aversion that harms news advertising value.
Brand Safety's Negative Impact
- Brand safety practices like keyword blocking have drastically reduced news inventory available for ads, harming publishers.
- Blocking common political terms in articles, e.g., "Trump," damages advertising opportunities for credible news outlets.