https://www.scmp.com/rss/523771/feed en https://assets.i-scmp.com/static/img/icons/scmp-meta-1200x630.png https://www.scmp.com Advertising partner Advertising partner [The content of this article has been produced by our advertising partner.] New research has found that advertisements placed alongside news articles perceived as “not brand safe” – such as those about politics or crime – perform as effectively as advertisements next to topics perceived as more brand-friendly, such as entertainment or sports.  The research was undertaken by the Future of News, a global initiative by Stagwell, the challenger network which links more than 70 agencies and 12,000... https://www.scmp.com/presented/business/topics/future-news/article/3334594/future-news-apac-why-news-works-brands?utm_source=rss_feed https://www.scmp.com/presented/business/topics/future-news/article/3334594/future-news-apac-why-news-works-brands?utm_source=rss_feed Tue, 02 Dec 2025 23:00:10 +0000 Advertising partner Advertising partner [The content of this article has been produced by our advertising partner.] The notion of “brand safety” is one of modern advertising’s most common phrases. It used to mean ensuring your brand did not appear next to questionable content on questionable websites. But it has since grown to a widespread fear – one that’s prevented marketers from reaching a premium audience and drained much-needed advertising dollars from quality news publishers. This fear is completely misguided. Ads placed next to... https://www.scmp.com/presented/business/topics/future-news/article/3328337/dont-miss-out-news-junkies-are-next-premium-audience-advertisers?utm_source=rss_feed https://www.scmp.com/presented/business/topics/future-news/article/3328337/dont-miss-out-news-junkies-are-next-premium-audience-advertisers?utm_source=rss_feed Thu, 09 Oct 2025 23:00:09 +0000