Future of News

Proving brand safety holds for advertisers across APAC news​

Category: 
News

The Challenge:

The Future of News Initiative uses evidence to strengthen the relationship between news and marketing.

As digital news use grows quickly across APAC, applying this insight-driven approach in the region is increasingly important. Our APAC media partners also wanted to test whether existing findings, that it is safe for brands to advertise alongside different types of “brand safe” and “not safe”news content, apply in the region, given its distinct cultural context

The Approach

In October 2025, we conducted the quantitative experiment among nearly 10,000 adults in four markets in the APAC region -Singapore, Hong Kong, Japan and Vietnam - to determine if adadjacency matters.

The study tested five different localized brand ads placed adjacent to six types of news content, using real ads and real stories.

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The Results

​Our data proved that there are no brand safety issues in APAC: it is safe for brands to advertise adjacent to quality news content, regardless of topic.

Ads placed adjacent to stories covering politics or crime perform as effectively as ads placed next to a positive business story, and sports & entertainment across key demographics in APAC. ​This has reassured our brand partners and has garnered the interest in both advertisers and publishers alike.​

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Future of News

Proving brand safety holds for advertisers across APAC news

Industry:  News

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