If advertisers want to be seen alongside news content, they need to employ simple and genuine messaging. But there\u2019s lots of room beyond that type of content in the broader category of \u201cnews\u201d to provide useful information that many people are seeking, according to Omnicom\u2019s Catherine Sullivan. \u201cThe news environment is a little tricky right now,\u201d says the President of U.S. Investment.<\/p>\n
\u201cThere\u2019s a lot going on and as a result, I think you as brand need a very clear and concise message. To make sure that what you\u2019re portraying your brand to be, what the attributes are, what the value of that brand is to be very clear,\u201d Sullivan<\/a> adds in this interview with Beet.TV.<\/p>\n These are the attributes that people are looking for in the broader space of news and information. \u201cThey want clear, concise information\u201d informed by fact checking. \u201cThey really pay attention now more and more.\u201d<\/p>\n Research done by Omnicom<\/a> shows that 60% of the people they polled \u201care paying more attention to where they get their news from, the credibility of that news organization, the fact checking that is done. From a brand perspective, make sure that you are also telling a very true and reliable account of who you are and make the message simple for the consumer.\u201d<\/p>\n Noting that \u201cthe news sometimes is just hard to watch,\u201d Sullivan points to vehicles like CNN\u2019s Great Big Story<\/a> and branded content studio Courageous<\/a> as examples of how news is a very broad category beyond the minute-by-minute, oft-volatile headlines. Viewers desire \u201cthe ability to learn something new. The ability to get a story that you knew nothing about the topic. They have a voracious appetite to get out there, see the world that they can\u2019t actually maybe physically see. I think as news organizations are branching out into that.\u201d<\/p>\n The more that news organizations are able to tell great stories beyond just the headlines, the more they can satisfy the \u201ctremendous appetite\u201d for reliable information about things like health, fitness, travel, food, music and sports, according to Sullivan.<\/p>\n Research shows that 80% of all Millennials are getting news and information from apps and from social media. \u201cThat alone is telling you what\u2019s out there. It\u2019s not just about politics and not just about current affairs. It is about all those other things I just mentioned.\u201d<\/p>\n This video is part of a Beet.TV<\/i><\/span> series<\/i><\/span> exploring the <\/i><\/span>dynamic news landscape and opportunities for marketers<\/i><\/span>.\u00a0 The series is sponsored by CNN.\u00a0 For more from the series, please visit this page<\/a>.<\/i><\/span><\/p>\n","protected":false},"excerpt":{"rendered":" If advertisers want to be seen alongside news content, they need to employ simple and genuine messaging. But there\u2019s lots of room beyond that type of content in the broader category of \u201cnews\u201d to provide useful information that many people are seeking, according to Omnicom\u2019s Catherine Sullivan. \u201cThe news environment is a little tricky right […]<\/p>\n","protected":false},"author":17,"featured_media":58497,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"mc4wp_mailchimp_campaign":[]},"categories":[7802],"tags":[3884,5938,7464,7554,7792],"_links":{"self":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/58495"}],"collection":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/users\/17"}],"replies":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/comments?post=58495"}],"version-history":[{"count":0,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/posts\/58495\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media\/58497"}],"wp:attachment":[{"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/media?parent=58495"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/categories?post=58495"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/dev.beet.tv\/wp-json\/wp\/v2\/tags?post=58495"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}