News & Opinion

63% would respond better to a social media ad if it appeared on a more 'traditional' ad channel

A new report from the Chief Marketing Officer Council reveals that people are consuming "more content from trusted, well-known news sources and established media channels" as a result of seeing offensive content on social media platforms.

With The Times' investigation having highlighted issues with online ad placement earlier in the year, the CMO surveyed 2,000 adults across the UK, US and Canada to gauge consumers' level of concern about ad placement and their trust in media outlets.

Findings include:

  • Almost three-quarters of consumers would respond more positively to a social media ad if it appeared on a more 'traditional' ad channel
  • 60% of consumers say that offensive content on Facebook and Twitter have caused them to "consume more content from trusted, well-known news sources and established media channels"
  • 48% will abandon a brand if they see their ads next to 'objectionable' content or on fake news sites, while 37% say it will "change the way [they] think of a brand when making a decision to buy"

Donovan Neale-May, executive director of the CMO Council, said: "CMOs and brand advertisers are increasingly concerned about various aspects of digital and programmatic advertising, including concerns about their ads showing up next to offensive content."

"This consumer survey demonstrates that those concerns are well founded. Advertising placed next to objectionable content is damaging to a brand, while ads that accompany more trusted content and media are more accepted."

The work highlights the important role that established brands play in the media mix and backs up research recently conducted by Newsworks with Flamingo and Tapestry. 'Is the medium still the massage?' found that newsbrand content on social media is 1.4 times more trusted than social media content in general, while eye-tracking work with Lumen shows the attention benefits of advertising within a relevant environment. Find out more here.

Source: Marketing Week

by Jessie Sampson 21/08/17

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