News

Government Retains OmniGOV As Media Buyer  

16Dec
2021

OmniGov, the media agency which has delivered the ‘All Together’ campaign in national and local titles through the pandemic, has been retained as the Government’s media buyer following a procurement process.

The agency’s chief executive Paul Knight, who recently called on advertisers to align with highly trusted local media, pledged that Government communications will make “a real difference to communities across the UK.”

In support of the launch of new audience data from JICREG True Local Last month, Mr Knight wrote an article explaining why he believes local media is such a powerful proposition for advertisers such as Government.

"News brands are the main investors in journalism, and, during times of crisis, people seek out information they can trust from media brands they know,” Mr Knight said.

"Advertising that appears next to journalism is granted a unique and special status by the person viewing it.

"Hence, by using news brands, ‘All In, All Together’ taps into news media’s unique and highly trusted relationship with their audiences.

The JICREG True Local update showed that online audiences for local news media have surged by 17.9 per cent over the past year, with 42 million people now accessing local journalism across print and digital.

Nearly 11 million young people (aged 15-34) now consume local media on mobile every month – up 18.5 per cent in the last year.

Mr Knight added: "As the gold standard in audience measurement, JICREG Life is Local underpins this vital work, enabling advertisers and agencies to access robust audience data for local media.

"For us, JICREG has been an essential tool in helping to deliver ‘All In, All Together’, allowing us to plan and buy with confidence.

Mr Knight added: "Trusted journalism has taken on increased importance in our lives and advertisers can benefit as a result. And this is as true for Government as it is for the businesses which will power our economy going forward.

"Now, it is up to the advertising community to seize the opportunity to align with this vital and unique force for good."