Canadians depend on the news now more than ever. Between radio, television and digital media, consumers have put their trust behind Canadian outlets.
But trust, particularly when it comes to the veracity of news, has been a primary concern for digital advertisers over the years. Few brands are eager to associate themselves with anything that can seem extremist, false or negative. And with the constantly changing and sometimes frightening nature of the COVID-19 news, pairing against news that is trustworthy isn’t a concern for many advertisers (especially those that are tightening budgets).
IPG Mediabrands shop UM Canada joined forces with ad platform Amobee to empower Canadian publishers and help prevent the spread of misinformation during the pandemic.
UM brought together partners and media vendors, asking them to donate spare ad inventory that can be leveraged to share relevant information related to the pandemic. The campaign creative, executed by Amobee, links directly to the WHO’s dedicated COVID-19 website.
Read the full article in Media in Canada.