In the attention economy, brands aren’t just competing for views—they’re competing for real engagement. Attention has become a rare and valuable asset with ads constantly bombarding consumers on phones, computers, TVs, and smart devices. It’s not enough to simply put your message out there; it needs to resonate and stick.
A key element that can shape your success is where your ads appear. Ads placed on cluttered, low-quality sites are often ignored or scrolled past. On the other hand, trusted news outlets or high-quality platforms boost credibility and leave a lasting impression. These premium spaces help your ads cut through the noise and build stronger connections with your audience.
Why Do Ads in Trusted Media Outperform Others?
Ads perform better when they appear alongside credible, well-respected content because trust is transitive. When people trust the platform or publication where an ad appears, that trust often extends to the advertised brand.
Local news sites, in particular, are especially powerful in this regard. They attract loyal, repeat readers who rely on them for essential updates—whether it’s decisions from city hall, the latest high school sports scores, or urgent weather alerts. These sites have earned their audience’s trust over time by being a reliable and integral part of their daily lives. When your brand appears in this trusted setting, it gains an immediate boost in credibility.
How Does Audience Attention Improve Ad Performance?
Ads on credible news sites perform better, with higher time on page, greater scroll depth, and improved ad recall. People are likelier to notice, remember, and engage with your ads.
While cheaper ads on low-quality or clickbait sites may seem appealing, they often fail to deliver results. Ads on these sites are frequently ignored, blocked, or associated with unreliable content, which can harm your brand. In contrast, trusted news sites provide a stronger platform for connecting with your audience.
Here’s why credible environments are more effective:
- Readers spend more time on these sites, engaging with content and ads. This increases the chance your message will leave a lasting impression.
- Trusted sites build audience trust, making ads less likely to be ignored or blocked. This improves the likelihood of measurable results.
- Placing ads in reliable environments enhances their credibility and boosts conversion potential, as audiences are more receptive to messaging alongside trustworthy content.
Focusing on quality placements ensures your advertising reaches an audience that values trust and engagement, driving better outcomes for your campaigns.
What Risks Do Broad Ad Networks Pose for Brands?
Broad ad networks may offer extensive reach but often compromise on quality and safety to achieve scale. This can result in your ad appearing next to clickbait, misinformation, or content that doesn’t align with your brand values. Today’s consumers notice these associations, which can harm your brand’s reputation and make it difficult to build lasting trust.
Choosing high-quality ad networks helps you avoid key risks, such as:
- Ads appearing alongside inappropriate, controversial, or misleading content could damage your image.
- Losing audience trust by being associated with low-credibility or untrustworthy platforms.
- Wasting your advertising budget on impressions that fail to engage your target audience or drive meaningful results.
Being selective about where your ads appear does more than prevent harm—it sets your brand up for long-term success. By prioritizing quality over quantity, you can establish your business as credible, trustworthy, and impactful.
How Does McClatchy Combine Local Trust with National Scale?
McClatchy’s Premium Audience Network offers the unique combination of national reach and local trust that most brands want but few platforms can deliver. Its sites are rooted in the communities they serve—places where readers check in daily because they trust the reporting and value the connection.
Advertising on these platforms means your brand benefits from established reader loyalty and the credibility that comes with it. This approach lets you scale campaigns while keeping messaging relevant and reliable. With McClatchy, you don’t have to pick between local relevance and broad exposure—your ads get both.
What’s the Next Step for Smarter Media Buying?
If you want your campaigns to work harder, consider where your ads appear as carefully as who will see them. Trusted news environments give every marketing dollar more impact by connecting your brand to attentive, engaged audiences.
