Readers are flocking to news sites for the latest on Covid-19. Advertisers are running the other way.
As news editors do everything to harness public interest in the worst public health crisis in more than a generation, their main source of income is in freefall, with brands pulling ads from news sites, papers and magazines.
To some extent that’s normal: With businesses hoarding cash just to stay afloat, marketing campaigns are a low priority. But a bad situation is being made a whole lot worse by advertising “blacklists” — sets of keywords that stop ads appearing next to certain categories of news that are considered a turn-off by brand managers. Because so much coverage now touches on coronavirus, one of the biggest stories of the century is turning into an advertising no-go zone.
The Interactive Advertising Bureau (IAB), a trade group, surveyed U.S. web publishers in early April and found that news organizations were twice as likely to have ads blocked because of keyword blacklisting.
News executives, and even some advertising experts, say the lists can be arbitrary, unfair and often nonsensical: there’s little evidence that readers are less responsive to an ad for shampoo or a car hire service just because they’re sitting alongside a “bad news” story. What’s more, they’re killing news.
“We’re in danger of losing some of the most trusted publishers we have in the U.K. in the coming months,” said Tracey de Groose, executive chairman of British news industry marketing body Newsworks. “The unintended consequence of this is the commercial censorship of journalism.”
Newsworks calculated that Covid-19 blacklists are set to cost British news brands more than 50 million pounds ($61.7 million) in the next three months — a potential lifeline for newsrooms already slashing costs to survive. It said its members already lost 170 million pounds last year from an ever-growing list of common news words that brands avoid, such as “terrorism” and even “Brexit.”
Integral Ad Science Inc., one of a complex array of tech firms that influence where ads appear online, said marketers have begun to address the problem — specific coronavirus-related keyword blocking has fallen by 80% since mid-March in the U.S. and 77% in the U.K., according to IAS Chief Executive Officer Lisa Utzschneider. Prior to that, marketers requested blanket bans on ads appearing next to content with words like “coronavirus” or “pandemic.”
In the U.K., news organizations have spent more than a month lobbying ad executives to stop them blocking ads near virus coverage, and even drafted in the U.K. government to add its weight to the campaign, to little avail. There’s yet to be any rebound in income for publishers, said de Groose at Newsworks. That’s galling for news sites that have seen readership more than double in some content categories in Europe, according to audience data firm Comscore.
In a follow-up IAB survey last week, 18% of news publishers reported that blacklist restrictions had loosened in their second quarter planning. More than half said nothing had changed.