Brand safety remains a concern, and one wrong move by marketers can tarnish consumer sentiment.
So what do the negative perceptions caused by consumers encountering offensive content mean for brands and the platforms that carry their advertising?
According to an April 2019 report from mobile video ad network AdColony, three in five consumers worldwide encounter offensive content on Facebook, and nearly one-third noted the same was true of YouTube.
Inappropriate content appearing on Google, in mobile games, or on platforms like Instagram and Snapchat was less likely, but still apparent.
Marketers must be aware of their ad’s environment. When consumers see offensive content, it has the potential to shift their perceptions of the platform on which it appears and of the brands whose ads are displayed nearby.
In the AdColony survey, nearly half of respondents said their view of an advertiser is negatively impacted when an ad appears alongside undesirable content. Sixty percent said offensive content negatively impacts the way they view the platform it appears on.
Similarly, ads that appear near negative content decrease consumer intent to associate with a brand by 2.8 times, per an October 2018 report from brand safety company Cheq. Read the rest at eMarketer.