CNN matches new digital ad spend for coronavirus messaging
CNN has pledged to match ad inventory for any brands making new investments on its digital platforms, which can then be used for social-good messaging around COVID-19, or donated to other charities and organizations.
The news organization says it will match 100 percent of any new digital investment with inventory for the same dollar amount from now until the end of April. Advertisers can run their matched media ads across CNN.com, Great Big Story, CNNgo, CNN Audio and CNN’s digital newsletters.
They can also donate the media to the Ad Council to run its own PSAs, or a charity of their choice, in an effort to combat the pandemic.
MassMutual, AARP and John Hancock are already participating in the program.
WarnerMedia’s CNN is the latest TV company to wave fees or donate ad time to messaging around the coronavirus.
Earlier this week, AMC Networks said it would offer creative services from its new branded content studio for free to any brand that comes on board during the pandemic. It also introduced new ad formats designed to help brands generate relevant and timely creative quickly.
NBCUniversal also outlined efforts to become more of a consultant to marketers during the crisis, helping them craft messages and position products to capitalize on the move to e-commerce. NBCU is also introducing new commerce technologies, waiving technology fees and opening up more creative services without the associated fees.