GroupM’s partnership with Internews through the “Back to News” initiative aims to drive positive impact on journalism and news accessibility across the Asia Pacific region.
With the partnership, GroupM has increased advertising investment in 2023, mapping a YoY increase in advertising investment on more than 350 news websites across 10 major APAC markets.
This is a win for journalism and news accessibility, especially when legitimate digital news publishers increasingly face competition from made-for-advertising websites and artificially generated content.
By increasing advertising investment in trustworthy news publishers, the partnership supports a diverse, sustainable, transparent, and high-quality media ecosystem.
Initiatives like ‘Back to News’ are crucial in ensuring that brands align their advertising with responsible journalism and support reputable news sources especially in an age where fake news has dominated the scene.
GroupM and Internews are taking the lead in this space and rolling out efforts globally to help build a system that addresses the needs of advertisers and responsible, brand-safe, local news media.
Impact to date
On top of the positive ecosystem shifts and sentiments from publishers, the programme has seen positive impact on client campaigns.
For instance, recent results from a leading automotive client in the region shows viewability improving by 16.5%, an increase in click-through rate by 60% and a decrease in CPM by about 20%.
This, according to GroupM, demonstrates the effectiveness of investing in quality journalism and trusted news publishers.
