Social media attracts a huge audience; as such it might be the most popular mode of ad delivery, however this doesn’t mean that users trust it. Despite being the second highest platform of delivering ad campaigns, first being TV, users ranked social media platforms as the last among the list for most trusted channels revealed a study by Chief Marketing Officer Council. According to the study, websites are the most trusted among users closely followed by search engines, television and newspapers.
The study dubbed ‘How brands annoy fans’ showed that users were no longer watching video ads that run alongside inappropriate online content. About half of the respondents said they would change their mind about purchasing products from a brand or boycott products and services from that brand altogether, should they learn that their ads are running next to hateful or line content.
63% of the respondents said they responded more positively to ads that run in trusted media channels. Some 60% said offensive context has already caused them to consume more content from trusted, well-known news sources and established media channels.
“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,” said Donovan Neale-May, executive director of the CMO Council. “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.”
Other key findings from the study included:
*The most annoying digital advertising formats, even when appearing on trusted media channels, were intrusive pop-up ads (22%) and auto-playing video ads (17%).
- Eighty-six percent (86%) of consumers are extremely concerned, very concerned or moderately worried about how easily they are directed or redirected to hateful or offensive content.
- Attention to digital advertising overall was notably low, with only 14% always engaged and 58% saying they pay attention only when ads either interest them or are really interesting.
- Just over 40% of consumers have already installed ad-blocking software on their devices while another 14% said they planned to add these features.