Skip to: Navigation | Content | Footer

News UK launches NewsIQ UK

News UK is launching what they describe as a revolutionary new data platform that will enable advertisers to reach audiences based on their emotions and attitudes, driving emotional loyalty and potentially increasing advertising engagement by up to 45%.

Author: News Desk

Posted on: 20 June 2018 07:19

News UK launches NewsIQ UK

Ben Walmsley: "Preferences, opinions and emotions are fundamental factors in driving behaviours."

According to the company, NewsIQ UK will capture the preferences, opinions and emotions of News UK’s audiences and will allow brands to target campaigns based on the emotional and attitudinal states that will drive optimal advertising engagement and emotional loyalty.

New research commissioned by News UK from Professor Paul Dolan of the London School of Economics demonstrates the powerful potential of this approach. In an in-depth experiment with News UK’s readers, people who had read an emotionally arousing piece of content – whether positive or negative - and then interacted with a video advert were 45% more likely to view the whole advert than those who had been exposed to non-arousing emotional content. Similarly, readers who had consumed content that they defined as ‘pleasurable’ and then interacted with the advert were 32% more likely to watch the complete video ad than those who had been exposed to non-pleasurable content, said News UK.

NewsIQ UK will enable brands to plan, optimise and report on their campaigns using first-party declared insights built around preference, opinion and emotion data. For example, continues News UK, a travel brand might want to target audiences who have declared a preference for outdoor pursuits, whose opinions are linked to a sense of exclusivity, who over-index for video consumption and respond with positive emotions to adventure stories.

By enabling brands to understand consumers’ preferences, opinions and emotions, NewsIQ will enable them to develop campaigns that drive emotional loyalty based on a real connection between the consumer and the advertising message. The platform will also help brands to move their focus away from simple click metrics to more brand and attention focused measures, letting them optimise campaigns towards primary brands goals such as time spent with brand or total reach of target audience.

Operating under the umbrella of News Corp’s broader NewsIQ product, NewsIQ UK will also enable targeting across the international portfolio of News Corp titles in the UK.

Ben Walmsley, Digital Commercial Director, News UK, said: “NewsIQ UK builds upon the traditional approach to digital advertising by recognising that audiences are people, driven not just by who they are and what they do, but by what they think and feel. Preferences, opinions and emotions are fundamental factors in driving behaviours and the ability to identify these states and then build campaigns around them is going to change the way that advertisers communicate with audiences.”

“The sort of emotional loyalty that we believe this platform can help create is far beyond loyalty based on pricing or familiarity. True emotional loyalty is about creating a psychological connection between the consumer and the brand and understanding the consumer’s preferences, opinions and emotions is a vital step in building that relationship.”

Professor Paul Dolan, Professor of Behavioural Science at the London School of Economics, said: “It’s long been known that any form of emotional arousal prepares you for action. When you experience a strong emotion, your body prepares itself to react and it is this trigger that creates the connection between emotionally powerful content and enhanced advertising engagement.”

comments powered by Disqus

Most read on InPublishing

These are the most read stories on the InPublishing website over the last 14 days, in order from the top.


How to boost your branded content offer

Graham Hayday
Posted on: 19 July 2018

Craft magazines

Alan Geere
Posted on: 22 May 2018

Content management: 5 minutes with… David Rheault

David Rheault
Posted on: 11 July 2018

Why now is the right time to invest in paid content

Peter Houston
Posted on: 5 July 2018

Family values

Meg Carter
Posted on: 22 May 2018

New revenue streams

Ciar Byrne
Posted on: 22 May 2018

Off The Page

David Hepworth
Posted on: 22 May 2018

Get out of the office and talk to people

Steve Dyson
Posted on: 22 May 2018

Data-led journalism

Nick Turner
Posted on: 22 May 2018

Platforms and Publishers

Charlie Beckett
Posted on: 22 May 2018

This list is based on data from Google Analytics, and is refreshed every 24 hours. (Last updated: 21/07/2018 06:15)

Editor's Pick of Recent News Stories

Posted on: 17 July 2018
Posted on: 17 July 2018
Posted on: 13 July 2018
Posted on: 10 July 2018

Find out more about

Featured job

Chief Executive Officer
Salary: On application
NewstrAid Benevolent Fund
Bishps Stortford

Featured in InPublishing Jobs

InPub Weekly: Sign-up

Click here to sign up for our free weekly email newsletter:

Sign up now!

Magazine registration

Next Top Tips Webinar

Paid Content Strategies: Q & A

2.30-3.30pm (BST), Monday 17 September 2018

Peter Houston

Webinar sponsored by

Publishing Partners Guide

Guide to paid-content