How CNN’s ad strategy strikes the balance between news and brand engagement

CNN pioneered 24/7 TV news coverage in the U.S. As the TV news industry has evolved in the almost five decades since CNN’s founding, so too has its relationship with advertising. CNN has been putting effort into launching innovations that transform the often-fraught relationship between news and advertising—and with much recent success. The network is pushing for a smarter, more strategic approach to news advertising, and it’s creating a space where brands don’t just tag along but play an active role in the experience. In an era where news platforms are scrutinized for credibility, relevance and attention span, CNN is not only keeping up but actively creating a premium advertising ecosystem. With a mix of thoughtful content structuring, emerging tech and a commitment to brand safety, CNN is making a case for the future of advertising within the news space. The news industry’s ‘premium’ pitch: More engagement, more focus CNN’s latest pitch to advertisers starts with a promise of a premium experience. Focus Mode is one of the new additions: a distraction-free environment designed to retain user attention without the noise of competing ads and pop-ups. In theory, Focus Mode gives CNN’s audiences a calmer space to engage with content—and, conveniently, with the brands that advertise on it. The approach is a smart one in a crowded media landscape. As traditional media loses audience share to digital competitors, the promise of premium, high-engagement environments is tantalizing to brands and advertisers, especially as brands look for new ways to capture attention amid today’s content overload. CNN’s move to create Focus Mode shows a willingness to experiment, a crucial stage in the march towards innovation. Data-driven storytelling: Unlocking audience engagement CNN has long been known for its Magic Wall, the digital storytelling device typically reserved for election night and correspondent John King’s orchestration. Now, CNN wants the wall to play a more regular role in how stories are told. The idea is that this data-driven, interactive technology can extend far beyond politics, reaching topics like climate change, sports or major breaking news stories. It’s an ambitious vision that speaks to the industry’s love affair with “interactive” and “immersive” content. CNN’s use of the Magic Wall for non-election topics also demonstrates a novel way to keep audiences invested. “The teams have been brainstorming around future Magic Wall brand opportunities,” said Brianna Burtman, VP of CNN sales strategy and network partnerships. “Is there a climate opportunity with maps? Is there a sports opportunity or a way to pull this into March Madness and NCAA? I think there’s a lot of ways that an interactive map can be super beneficial to a consumer, so we’re open to it.” Subscription services: Personalization meets addressability Subscription services have become the media industry’s answer to declining ad revenue. CNN’s new subscription offering isn’t just about paywalls—it’s also a strategic move to create a highly personalized environment for loyal viewers. For advertisers, this should be a win: A paying subscriber is a dedicated one, which in theory makes them a more attentive consumer of ads. CNN’s subscription model gives brands an addressable audience, allowing for more tailored and targeted ad placements. Many news outlets face the challenge of monetizing loyalty, and CNN’s model shows promise in this regard. However, the broader question persists: Can subscriptions generate the high-quality engagement the news industry touts? Brand suitability: Addressing ad concerns in a high-risk environment Few areas in the news-advertising relationship are as complex as brand safety. CNN has rolled out brand suitability technology that allows advertisers to better align with CNN’s coverage and avoid content they find too controversial or sensitive. “CNN has really been at the forefront of brand suitability and we’re incredibly proud of the investment that we’ve made there,” said Derek Gatts, VP of advertising strategy and innovation at the network. This technology offers brands the opportunity to choose how closely they align with certain news topics, using a combination of customizable settings and third-party verification services. For brands, this is a welcome option. In a news environment where breaking stories take priority, CNN’s brand suitability tool, known as SAM (Sentiment Analysis Moderator), offers a path forward. SAM uses neuro-linguistic artificial intelligence to analyze the context of sentences across text, audio, video and images to cleverly determine when content is brand suitable. Positive targeting can then be utilized (or move away from broad blocklists) to actively match brands with content that reflects their values and that will resonate with their target audience. The solution allows brands more control. However at a certain point, content simply cannot be sanitized for safety. CNN’s approach is a reminder that news, by nature, isn’t easy or comfortable—and the ad industry’s demand for “safe” spaces may not always align with the realities of real-time journalism. “We understand that context and sentiment are super important,” said Burtman. “Even with disaster news, if you don’t want to be around death tolls of the hurricanes, you also don’t end up near any of the recovery efforts and really positive stories that come out of that afterwards,” she added, underscoring that every negative does indeed have a positive. A bet on the future CNN’s tools—Focus Mode, the Magic Wall, personalized subscriptions, vertical video and brand suitability—add up to a new paradigm in news advertising, one where brands co-create the ad experience. CNN’s advertising innovations offer a glimpse at a nimble approach that might just crack the code on keeping audiences engaged without compromising content. It’s a savvy bet that’s as much about regaining trust as it is about driving revenue. And in today’s world, maybe that’s the innovation the advertising world needs most. About Warner Bros. Discovery Warner Bros. Discovery is a leading global media and entertainment company that creates and distributes the world's most differentiated and complete portfolio of branded content across television, film, streaming and gaming. Available in more than 220 countries and territories and 50 languages, Warner Bros. Discovery inspires, informs and entertains audiences worldwide through its iconic brands and products including: Discovery Channel, Max, discovery+, CNN, DC, TNT Sports, Eurosport, HBO, HGTV, Food Network, OWN, Investigation Discovery, TLC, Magnolia Network, TNT, TBS, truTV, Travel Channel, MotorTrend, Animal Planet, Science Channel, Warner Bros. Motion Picture Group, Warner Bros. Television Group, Warner Bros. Pictures Animation, Warner Bros. Games, New Line Cinema, Cartoon Network, Adult Swim, Turner Classic Movies, Discovery en Español, Hogar de HGTV and others. For more information, please visit www.wbd.com.

How CNN’s ad strategy strikes the balance between news and brand engagement

Featured Stories