To start the debate, lets begin where the topic of brand safety surfaced.
Two years ago, advertisers realized that their ads on YouTube appeared next to harmful and offensive content. In return, an advertising boycott began. More than 250 advertisers boycotted media outlets including YouTube, Facebook, and Twitter.
While the issue of brand safety persists, what do consumers feel about these issues?
Significant changes have been taken to remedy the concerns from advertisers. However, the problem has not disappeared and consumers still remember it.
Last year, eMarketer performed a Brand Safety Study. In the study, they discovered that consumers were picking up on the brand safety issues. In fact, they were encountering it too.
At the time of the study, 60% of consumers were personally encountering “hateful, inappropriate or offensive content” on just Facebook.
Add in “fake news” and advertisers certainly have a problem.
It is no surprise that advertisers were worried about brand safety. In particular, where their ads were appearing within social media. As we know, perception is everything for a brand.
This year, AdColony, a mobile advertising platform, performed their own Brand Safety Survey. In which, Facebook (60%) and YouTube (31%) were still at the top places where consumers come across non-brand-safe content.
The findings from both surveys determined that consumers still care about ads. Especially where they see ads. As advertisers, we have to be vigilant about where we place messages. It is essential for companies to invest in brand-safe environments. At OTTBuyer.com, we do just that!