In an era where 87% of people actively seek out trustworthy information, the environment in which you host your advertising is just as critical as the message itself.
Local news remains the most trustworthy media source, and this trust creates a powerful “halo effect” that makes advertising on these platforms feel more legitimate and resonant.
To help you measure the true impact of your recent activity, here are three key metrics to analyse:
1. Brand resonance & trust
Advertising is significantly more effective when the surrounding content is trusted. Research shows that ads on local news sites are 1.7x more resonant than on other platforms. Look beyond basic clicks and evaluate how your brand’s association with a reputable local title has improved customer perception. Ads in these environments are perceived as 10% more trustworthy than those on competitor media.
2. Deep engagement & connection
Engagement on local news platforms is driven by a sense of community connection. Because local news evokes feelings of connection 1.3x more than other media, you should measure how well your campaign fostered a relationship with the audience. High engagement here often translates to a 6% uptick in consumers being likely to recommend your business.
