Posted on 05 March 2024 in News-sub
Düsseldorf, 5. March 2024 – The need is clear, but so far there has been a lack of concrete approaches to significantly support and foster quality journalism through advertising in Germany. As part of GroupM’s ongoing commitment to supporting responsible journalism worldwide through its Responsible Investment Framework, the group is now rolling out its global “Back to News” (BTN) initiative in Germany. Developed with Internews, the world’s largest non-profit organization supporting independent media, BTN supports quality journalism by investing strategically in the right vehicles and placements to help rebuild credible news and publication ecosystems. This is an approach for evaluating news sites according to various quality criteria, thus ensuring transparency in the local news environment and making credible content directly bookable. Clients across the GroupM network will benefit from direct access to high-quality advertising environments on verified local, national and international news sites. The resulting investment in quality journalism will in turn create new, credible journalistic formats that are suitable for different target groups. The BTN initiative was first presented by GroupM on a global level in February 2023. Already successfully rolled out in countries such as the UK, Australia, New Zealand and Mexico, the initiative is now also being brought to Germany.
GroupM’s BTN initiative was presented with the largest media companies and marketers of high-reach news sites in Germany, such as Axel Springer, BCN, BurdaForward, FUNKE Mediengruppe, IQ Digital, RTL Deutschland and Ströer, and quality criteria for high-quality journalism were openly discussed. “Since then, we have been working actively and purposefully with representatives from marketing and journalists to implement the BTN initiative in Germany,” says Nadja Schick, Expert Partner Responsible Media at GroupM Germany.
Only high-quality news websites get on GroupM’s BTN list
As part of the global partnership with Internews, the world’s largest non-profit organization supporting independent media, the BTN program is implemented together with the “Ads for News” initiative. This initiative helps reach advertising audiences on more than 14,000 trusted local news websites in 54 countries. To this end, Ads for News comprehensively verifies news sites and domains and can be booked via the BTN inclusion list, private marketplaces (PMP) or inventory packages. The methodical approach utilizes state-of-the-art verification technologies, including sentiment analysis with Artificial Intelligence (AI).
Fostering quality journalism as part of GroupM’s Responsible Media strategy
Nadja Schick, Expert Partner Responsible Media at GroupM Germany: “The BTN initiative is a project close to my heart within our Responsible Media Framework, as it has a significant impact on many levels. We have the responsible task of advising our clients on their media investments, which always has an impact on the content available. To enable our clients to fulfill this social responsibility, our goal is to foster a long-term independent and credible publishing ecosystem in which fake news, hate speech and similar content have no place. With our BTN initiative, we therefore aim to create an environment that fosters investment in responsible formats. With Internews, we have a competent and independent partner at our side to ensure the sound and scientific review of news websites.”
Karin Ross, Chief Executive Officer at GroupM Germany & DACH: “With the BTN initiative we are bringing advertisers and media companies together to make responsible journalism accessible to all target groups. We are overwhelmed by the great response from our media partners and are excited about the results and formats that will emerge from our collaborations. Together, we are striving to have a positive impact on the news environment in Germany. With Internews, we have a competent and independent partner at our side to ensure the sound and scientific review of news websites.”
Chris Hajecki, Director, Ads for News: “Globally, our partnership with GroupM is driving the ad industry towards more responsible investment in quality journalism— a pillar of thriving societies. In Germany, the vetting work is now underway. It will ensure advertisers have the tools and data to make well-informed, responsible investment decisions at the market level while maintaining brand safety, reach, or effectiveness.”
About GroupM
GroupM is WPP’s media investment group and the world’s leading media investment company with a mission to shape the next era of media where advertising works better for people. The company is responsible for more than $60 billion in annual media investment, as measured by the independent research bureau COMvergence. Through its global agencies Mindshare, Wavemaker, EssenceMediacom, and mSix&Partners, and cross-channel performance (GroupM Nexus), data (Choreograph), entertainment (GroupM Motion Entertainment) and investment solutions, GroupM leverages a unique combination of global scale, expertise, and innovation to generate sustained value for clients wherever they do business. Discover more at www.groupm.de
About Internews
Internews is a nonprofit that supports independent media in 100 countries. Internews trains journalists and digital rights practitioners, tackles disinformation, and offers business expertise to help media outlets thrive financially. For 40 years, it has helped partners reach millions of people with trustworthy information that saves lives, improves livelihoods, and holds institutions accountable. Discover more at www.internews.org
About Ads for News
Internews’ Ads for News (AFN), in collaboration with the World Economic Forum and World Association of News Publishers (WAN-IFRA) is a global nonprofit initiative bringing increased value to brands through online advertising with trusted, local news media. In pursuit of this goal, AFN engages local media experts to research and help build country-based lists of trusted local news websites so that major brands and agencies can responsibly target them with online ads.