News brands use multiple platforms to connect with their loyal readers. This multi-channel approach has created a treasure chest of opportunities, allowing brands to tap into engaged audiences in trusted environments in a variety of innovative ways.

Podcasts, display ads, and video content are just a few of the ad opportunities now available to advertisers.

Below are a few of the impactful digital ads from the past months from across a variety of different industries.

HM government

Hairdressers, chefs, nursery staff, and many other workers feature in the government’s online ads. News brands’ diverse readers make it the perfect place to try to target different people from varying backgrounds with important ads about changes to the minimum wage. With one click, readers are transported straight to the government’s site to learn more.

Lloyds Banking Group

Throughout the pandemic, the bank’s priority was to demonstrate it was still there for its customers, supporting them with their financial concerns. With the creation of a campaign newsroom, ads and branded content were created around a range of topics — from hard-hitting finance news such as the furlough scheme and economic updates to stories about mental health and loneliness.

Klarna

Online financial service systems can seem quite foreign. Many people don’t even know what Klarna is. To help spread awareness of what the company does and who it is for, it created a “myth buster” campaign. It used stand-out display ads to drive engagement. When readers clicked on them, they went to a myth buster challenge where they learned about what Klarna does and how it can help consumers.

Audi

The now fully electric Audi e-tron GT recently captivated Evening Standard audiences with this elegant ad. Featuring a video as elegant as the car itself, readers were treated to what felt like a virtual test drive of the new electric car.

For more information about creating the perfect news brand ad for you, Newsworks partnered with RAMetrics, which tests hundreds of ads and articles a year across multiple measures, to provide a series of benchmarks that help companies understand how news brand ads are likely to perform. The latest RAMetrics insights can be found here.

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