50% of consumers hold brands responsible for inappropriate ad placement
Ads appearing next to inappropriate content can be damaging for the brand, with a new survey revealing that 75% of people would be put off, while 50% would blame the brand (rather than the ad serving company) for the mistake.
– 3 in 4 discouraged from brands advertising next to inappropriate content
– Ads appearing next to sexual, racist, violent and extremist content most commonly cited as ‘inappropriate’
The research also found what people defined as inappropriate content varied. Sexually explicit was most agreed upon (70%) as being inappropriate, while racist (69%), violent (66%) and extremist (65%) content was also high up on the list. Only 9% said they did not believe any content was inappropriate.
“The response from Google and other networks has been positive, with them quick to put in measures to raise the standards for channels and sites displaying ads. However, with any system that relies on automation, it’s going to be hard to create something completely foolpro