Nearly half of all consumers indicate they would rethink purchasing from brands or would boycott products if they encountered brand ads alongside digital content that offends them.
With trust more critical than ever, respondents made it clear that they will no longer give their brands a pass for even inadvertent display of ads near objectionable digital and video content.
A recent report also found that social media platforms are still not trusted content spaces . Despite listing social media as the source of the second-highest volume of ad messages they receive — behind only television — consumers ranked social media last among their five most trusted channels. They ranked friends, TV, search engines and newspapers as more trusted sources.
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.
Other key insights from the CMO Council survey include:
- A surprising 86 percent of consumers are either extremely concerned, very concerned or moderately worried about how easily they are directed or redirected to hateful or offensive content.
- The most annoying digital advertising formats, even when appearing on trusted media channels, were intrusive pop-up ads (22 percent) and auto-playing video ads (17 percent).
- Attention to digital advertising overall was notably low, with only 14 percent always engaged and 58 percent saying they pay attention only when ads either interest them or are really interesting.
- Just over 40 percent of consumers have already installed ad-blocking software on their devices while another 14 percent said they planned to add these features.
Originally published at www.newmediaandmarketing.com on October 6, 2017.