Study: Consumers hold brands responsible for questionable content

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Harris Poll and DoubleVerify, a provider of digital media measurement software and analytics have revealed the results of a new study showing that the majority of consumers online say it is important that a brand advertises on content that is safe, accurate and trustworthy.

The research indicates that the majority of consumers online:

  • are more likely to engage with brands that advertise beside legitimate content;
  • are less likely to engage with brands that advertise next to false, objectionable or inflammatory content;
  • would stop using a brand or product if they viewed the brand’s advertising next to false, objectionable or inflammatory content;
  • believe that advertisers bear responsibility for ensuring their digital ads run beside trustworthy content.

“Brand safety incidents have an adverse effect on consumer sentiment – with material commercial implications,” said Wayne Gattinella, CEO of DoubleVerify. “Consumers are more likely to engage with brands that advertise on credible content and will stop transacting with brands that don’t. The impact to brand reputation and brand equity has lasting effects.”

For the study, 2,010 consumers were polled between May 30th and June 3rd, 2019.  In-depth study findings include:

  • Two-thirds would stop using a brand if its ad appeared next to fake or offensive content
  • While online advertising is useful to most consumers today (61 per cent), an overwhelming majority (82 per cent) –say it is important that a brand’s ads appear on content that is safe, accurate and trustworthy.
  • Nearly two-thirds (65 per cent) of consumers would be likely to stop using the brand/product if they viewed the brand’s digital advertising beside false, objectionable or inflammatory content.
  • An overwhelming majority believe that brands bear responsibility for ensuring their digital ads run beside content that is accurate, safe and trustworthy
  • Nearly 90 per cent of consumers feel that brands bear responsibility for ensuring their ads run beside content that is safe.
  • The majority (61 per cent) say both the brand and the publication/outlet where the ad is placed are equally responsible for ensuring content is safe.
  • With privacy top-of-mind, more than 70 per cent share less data with brands today
  • Almost 80 per cent of consumers are more aware of how companies collect and use their personal data than they were 12 months ago. As a result of that, 71 per cent of consumers share less data with brands today.

 


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