By SmartNews

Advertisers Are Quietly Returning to News-Driven Channels — and It’s Paying Off

Thank you, Digiday, for spotlighting a trend we’re seeing across markets: advertisers are rediscovering the power of news-driven media — not merely out of necessity, but because trusted environments now drive deeper engagement and measurable uplift.

As the article notes, DoubleVerify’s research shows that “advertising on news sites drives nearly 10% more engagement than non-news content.” That aligns with what we’re observing at SmartNews: when brand messages appear alongside relevant, timely news content in a brand-safe context, they tend to cut through more effectively than in noise-heavy feeds.

Here’s how SmartNews is helping advertisers lean into this news-first turn:

Contextual Relevance & Trust

SmartNews surfaces topic-driven news content that users elect to see — not content pushed purely by opaque algorithms. This means ads appear in contexts where consumers are already engaged and in a receptive mindset.

Because we sit at the intersection of news consumption and mobile utility, advertisers gain access to audiences who trust the environment and are actively reading, not passively scrolling.

Attention, Not Just Impressions

Beyond viewability, we measure attention time and scroll engagement, enabling advertisers to optimize not just for being “seen” but for being consumed. In an era of heightened brand-safety scrutiny, these richer signals help safeguard both brand suitability and performance.

Scalable, Brand-Safe Reach

The modern news ecosystem — encompassing both legacy and digital-native publishers — is evolving rapidly. With tools like keyword optimization, AI-powered content matching, and curated keyword lists (similar to those launched by DoubleVerify in its News Accelerator program), SmartNews enables brands to scale judiciously rather than retreat into overly cautious, low-impact silos.

Measurable Business Impact

Recent SmartNews campaigns have delivered CTR lifts above benchmark, lower cost per engaged view, and stronger post-click conversions — all while maintaining premium, brand-safe placements. These results validate what forward-thinking marketers already recognize: quality attention in trusted news environments drives not just awareness, but action.

As the industry recalibrates toward authenticity, context, and trust, SmartNews is proud to partner with brands and agencies embracing this news-first turn. The future of advertising isn’t about avoiding the news — it’s about showing up well within it.

Learn how SmartNews drives measurable outcomes for advertisers.

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