News UK launches data platform NewsIQ UK

NewsIQ UK enables advertisers to reach audiences based on their emotions and attitudes. NewsIQ UK does this by capturing preferences, opinions and emotions of News UK’s audiences and allowing brands to target campaigns based on the emotional and attitudinal states that will drive optimal advertising engagement and emotional loyalty.

An experiment with News UK’s readers showed that people who had read an emotionally arousing piece of content –whether positive or negative - and then interacted with a vide advert were 45% more likely to view the whole advert than those who had been exposed to non-arousing content.

Paul Dolan, a professor at Behavioural Science at London School of Economics, commented: “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."

He also added that brands should not be reluctant to put their ads around content that evokes negative emotions.

If you have any experiences or metrics that would support these elements, we would love to hear from you.

We're a group of graduate business students exploring the importance of local newspapers and news sites, with a focus on sustainability and related business practices. We're hoping to build a community of stakeholders to help and support our research. Please reach out if you're available for an interview to share your thoughts and experiences on the topic.

Read full article at: https://www.newsworks.org.uk/reports/news-uk-launches-new-data-platform-newsiq-uk/202511