CMO Council Survey of 2,000 Adult Consumers in the U.S., Canada and U.K. Reveals That 48 Percent Will Abandon Even Brands They Love If Their Ads Run Alongside Objectionable Online Content
Despite Delivering the Second Most Ad Messages, Social Media Is the Least Trusted Among the Top Five Media Channels;
63 Percent of Consumers Respond More Positively to the Same Ads When They Find Them on Established Media Channels
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, reveals a new study on “How Brands Annoy Fans.”
While it is estimated that programmatic advertising will account for 80 percent of all digital display advertising in 2017, recent headlines and pronouncements by leading brand marketers highlight the significant limitations in this technology-driven ad buying process, with image-sensitive brands appearing next to offensive or irrelevant digital and video content.
As a result of this digital content infection, nearly half of all consumers indicate they would rethink purchasing from brands, or even boycott products, if the ads from these brands appeared alongside digital content that offended them, reveals a new CMO Council study on “How Brands Annoy Fans.”
Aimed at assessing the impact of digital advertising experiences on consumer perceptions and purchase intent, the research looked at digital brand safety from the consumer’s perspective and found that consumers are punishing even preferred brands if they don’t use trusted media platforms or take active steps to control the integrity of their ad environments.
Conducted by the Chief Marketing Officer (CMO) Council using the Pollfish platform, the survey gathered views from 2,000 adult consumers in North America and the U.K., both regions which have both seen high-profile brand campaigns withdrawn this year for their association with fake, distressing and hateful content. The consumer poll is part of a broader study of digital brand safety being conducted by the CMO Council, in partnership with Dow Jones, entitled “Brand Protection From Content Infection.”
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 full two-thirds of respondents said they would hold a dimmer view of brands that provided negative advertising experiences.
The 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.
A large majority of consumers said they responded differently to the same ad, depending on its context, with 63 percent saying they responded more positively to ads run in trusted media channels. Consumers are, in fact, turning to trusted content providers and media to escape objectionable content. Some 60 percent 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. ”
Marc Pritchard, CMO of P&G, has been highly critical of problems with digital advertising. “We have seen an exponential increase in, well…crap. Craft or crap? Technology enables both, and all too often, the outcome has been more crappy advertising accompanied by even crappier viewing experiences,” Pritchard said recently. “Is it any wonder ad blockers are growing 40 percent?”
While other brand safety studies have explored adverse brand perceptions, the CMO Council research asked consumers about their response to the experience of finding brand ads in proximity to objectionable content or fake news sites—and their warning to advertisers was brutal. Some 37 percent of consumers said it would change the way they think of a brand when making a decision to buy. Another 11 percent said they would flat-out not do business with that brand.Another9 percent said they would become vocal critics of the brand.
Another consumer response is the increased use of ad blockers. In another alarming finding for digital marketers, more than 50 percent of respondents said they either already had or planned to install some form of ad-blocking software to their mobile devices or PC browsers.
Negative experiences with digital display advertising are far from a rarity. According to the most recent “Media Quality Report” by Integral Ad Science (AIS), up to 8.6 percent of digital display ads in the U.S. were flagged as posing a moderate or high risk to brand reputation. Maria Pousa, CMO for IAS, told the CMO Council that the most prevalent categories of risk in the U.S. were violent, adult or offensive language content, followed by issues like hate speech and illegal downloads.
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.