About half of the respondents that were surveyed for a study whose results were revealed on Tuesday said that they would think twice before buying products or even boycott a company’s services and products, if they realised that they ads were running next to video content that deemed inappropriate or even offensive. 37% of 2,000 respondents from the UK US and Canada said that objectionable video content or fake news would have an impact on how they think about a particular brand and ultimately affect their decision to purchase a product or not, revealed Chief Marketing Officer (CMO) Council.
The study reveals that when consumers find the content to be objectionable, 11% said they would not do business with that brand, and 9% would become vocal critics of the brand. With the help of Pollfish platform, the CMO study found that users will abandon the brands they love should they discover their ads run alongside inappropriate online content.
Dave Murray, VP with the CMO Council, said serving ads next to objectionable content make consumers lose respect for the brand. Marketers also have concerns about their content serving up next to content that doesn’t align with their “brand values.” Murray also asserts that consumers are concerned about offensive political rhetoric or showing a bias toward one point of view or another. “What’s objectionable for one viewer is not objectionable to another,” he said and went on, “in a world in which there is so much political separation, it’s a difficult terrain to negotiate.”
Sixty percent of the respondents said offensive context had already caused them to find more content from trusted, well-known news sources and established media channels. On the other hand 86% of consumers are extremely concerned, very concerned, or moderately worried about how they are easily redirected to inappropriate online content.