«We want to change words into deeds and continue hailing and supporting the best of real media with new content, insight and action». Campaign for real media | Teads Studio (@Teads)

Amy China Wire (@AmyChinaWire, Teads Studio UK, @Teads), The Drum (@TheDrum)

«This month, Teads launched the Campaign for Real Media, celebrating the power of premium media to unite and inspire. Each week we look at a different area of publisher content – how magazines represent culture, how national news is the voice of the nation and local press stands up for community. In this article, we’re looking at ‘new age publishers’ and how a new way of publishing is representing real people».

Read more: «The evolution of ‘new age’ publishers: Combining data and content to thrive».

A look at how 'new age' publishers are starting to evolve 👇 @Teads head of studio @AmyChinaWire recently spoke with @IABUK's CEO Jon Mew to get his thoughts. #ad https://t.co/UqYS0tzbNH

— The Drum (@TheDrum) 15 de octubre de 2019

«CELEBRATING THE POWER OF PREMIUM MEDIA TO UNITE AND INSPIRE

»Premium media, responsible media, real media has a huge and growing part to play in the digital advertising ecosystem. But do we appreciate it enough?

»Headlines often focus on the negative issues we have to deal with, but the reality is that there are amazing things happening, across the media landscape all the time. It’s why we’re proud to launch this campaign, an ongoing drive to showcase and celebrate why professionally-produced content is better for advertisers, publishers, their audiences, and even society at large.

»We have distilled the idea of Real Media into four categories: National News, New Age, Regional Press and Magazines.

»Real news
The voice of the nation
It’s both an incredible and incredibly difficult time for our national press. Hear from the likes of ISBA through to ESI Media on why its importance, for advertising, the digital ecosystem and beyond into society, cannot be overstated.

»Real people
The pulse of the nation
Digitally native publishers have changed the online media landscape, giving a voice to those who may not have been heard before. See what our contributors think of these disruptors and how they are shaping the future of content.

»Real culture
The soul of the nation
The ability to engage with culture through online content helps us all keep a finger on the pulse of what’s going on underneath the surface. Click here to see how media leaders view the role of magazines in shaping and curating those ideas.

»Real community
The heart of the nation
Regional press sits at the heart because it unites communities, reaching across all demographics to understand what’s happening around us. Read about the crucial role regional press plays today and how it will continue to do so into the future.

»WHY SHOULD WE CAMPAIGN FOR REAL MEDIA?

»Premium media, responsible media, real media has a huge and growing part to play in the digital advertising ecosystem. But do we appreciate it enough? Headlines often focus on the negative issues we have to deal with, but the reality is that there are amazing things happening, across the media landscape, all the time.

»Real media, to us, means the world’s best publishers offering premium content, with high production values, that we return to time and again. It’s expertly crafted and curated content that stands out at a time when technology allows everyone to publish, but not necessarily well or with integrity.

»Crucially, it’s where both the advertising and content experience are in sync with both each other and the audience’s expectations.

»This is why we’re proud to launch this campaign, an ongoing drive to showcase and celebrate why real media is better for advertisers, publishers, their audiences, and even society at large.

»Real media could equally apply to digital, print, TV and out of home but our immediate focus is on premium digital media (many of whom are our partners) to shine a spotlight on what makes them so special and such unique advertising environments.

»To launch our campaign, we have spoken to some of the UK’s biggest digital publishers, agencies and brands for their insight and opinion. Their expertise has helped shape this report.

»The results are both enlightening and encouraging. We find publishers are increasingly looking to build better value-added experiences for advertisers and readers - going are the days of cluttered and chaotic ad spots taking over valuable real estate.

»Advertisers, too, are better appreciating the value of context over scale at any price - perhaps discouraged by the viewability, transparency and brand safety issues we’ve seen over recent years. Partnerships and bespoke solutions are growing in importance as media owners leverage their first-party audience data. Significant (though not omnipresent) scale is being sought through partnerships and platforms such as Teads’ own.

»We also conducted a survey of 100 UK CMOs through Censuswide. Results show that marketers now know that quality news environments deliver greater ROI on ad spend, with 54% of respondents believing that premium digital media has the greatest ROI, rising to 63% for those working in companies with a turnover of between £100m and £500m.

»CMOs see publishing houses as equally innovative as the Silicon Valley giants - and nearly four in five (78%) CMOs are planning to increase their media budget within premium digital media over the coming year.

»The fuller findings of both pieces of research are available to download here, or to dive straight into what real media means for you across regional and national news, magazines and online-only publishers, jump into the dedicated sections above.

»There is still work to be done, of course. Premium digital ad budgets continue to rise, but often not quick enough to assuage drops in print revenues. And the industry faces challenges over the coming months and years, particularly as regulatory and browser changes continue to bite around the use of third-party data and privacy concerns.

»Much is already being tackled: the industry as a whole is united in making digital environments a safer place for consumers and advertisers - with initiatives such as the Global Alliance for Responsible Media demonstrating this. The collaboration, made up of leading advertisers, agencies, media companies, trade bodies and digital platforms, was announced at Cannes Lions this year and will focus on brand safety.

»In the longer term, this can all only benefit real media’s biggest assets: their loyal, connected, unique and engaged audiences.

»Our campaign doesn't stop here. We want to change words into deeds and continue hailing and supporting the best of real media with new content, insight and action. Please, come join us on this journey.