Brand Protection From Digital Content Infection
This study by the Chief Marketing Officer (CMO) Council—conducted in partnership with Dow Jones—is aimed at determining the impact of digital ad experiences on consumer perc ... More
Safeguarding Brand Reputation Through Diligent Ad Channel Selection
In partnership with:
Dow Jones is a global provider of news and business information, delivering content to consumers and organizations around the world across multiple formats, including print, digital, mobile and live events. Dow Jones has produced unrivaled quality content for more than 130 years and today has one of the world’s largest news gathering operations globally. It produces leading publications and products including the flagship Wall Street Journal, America’s largest newspaper by paid circulation; Factiva, Barron’s, MarketWatch, Financial News, DJX, Dow Jones Risk & Compliance, Dow Jones Newswires, and Dow Jones VentureSource. Dow Jones is a division of News Corp (NASDAQ: NWS, NWSA; ASX: NWS, NWSLV).
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The CMO Council teamed with Dow Jones to engage the Council’s global members, affiliates, partners and audiences on the topic of brand reputation and risk associated with programmatic buying of digital media advertising. As noted in the news, limitations in this technology-driven process have resulted in notable, image-sensitive brand ads appearing within or alongside hateful, derogatory and offensive rich media content, fake news, as well as non-contextual and inappropriate online channels.
As a result, chief marketing officers from the world’s most trusted and respected advertisers are taking steps to protect and safeguard their brands by reducing spend in certain digital channels until better controls, compliance and assurances are in place regarding the placement of ads and the integrity and relevance of content and audiences.
Programmatic media buying is on track to account for nearly 80 percent of all mobile and digital display ad placement this year, and is expected to represent some $33 billion in spend, notes Adweek. However, brands and their agencies are challenged to make sure they better control the content environments in which their ads are positioned at scale through automated systems. Many of those advertising in Google and YouTube have been compromised when their ads have run next to inappropriate, questionable, and hateful content that is not produced by trusted and reputable editorial sources. Despite these risks, automated ad buying will likely top $45 billion by 2019, notes eMarketer.
In an effort to assess the impact of digital advertising experiences on consumer perceptions and purchase intent, the CMO Council conducted a poll of 2,000 consumers across North America and the UK. 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. In fact, 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.
As such, the CMO Council explored the issues, implications and impact of this further through conversations with domain experts; dialogues with large advertisers (technology, communications, travel, hospitality, luxury goods, fashion, financial services, health care, automotive, professional services). Some of the top brands that participated in the conversation include SAP, Reebok, United Rentals, AIG, Morgan Stanley, Vera Bradley, TUMI and others. We also surveyed leading marketers as to their concerns in advertising in the digital ecosystem, and the steps they are taking to protect their brands.
Topics explored with brand marketing decision makers and customer audiences include: