Advertising on news sites: choosing between display, video and sponsored content

News websites are among the highest-traffic digital media in Türkiye and offer advertisers three basic formats: display, video and sponsored content. The choice should follow the campaign objective and the complexity of the message.

Display advertising is efficient for awareness and reminder; high-visibility placements on the home page and category pages build reach quickly. Video formats are preferred where the message needs telling; pre-roll ahead of news video delivers viewing with a high completion rate.

Sponsored content works when a product or service needs explaining in detail, but under the regulations it must be clearly identified as advertising. Using each publication's own labelling standard is the right course for both compliance and reader trust.

At the buying stage, viewability, frequency caps and brand safety settings should be written into the proposal. On the news sites we represent we configure these settings with the buy and report impressions and clicks together with proof of publication at the end of the campaign.