Brand safety awareness up amid consumers

New Ideas in MarketingEssential news for marketers, summarised by YouGov
January 11, 2021, 8:45 AM UTC

A Trustworthy Accountability Group and Brand Safety Institute study found consumers acknowledging complexities of brand safety decisions experienced by advertisers.

Consumers define brand safety issues as inappropriate ad placements, ad-related malware and ads placed near pirated content, the report states. 40% consumers believe all news content should be suitable for relevant and appropriate ads, rather than just blocking controversial news content.

Further, due to COVID-19 pandemic, 83% are now more aware of brand safety issues than they were in 2019. Also, 87% of consumers state it is “very or somewhat important” for advertisers to ensure they don’t advertise near dangerous, offensive, or inappropriate content.

Majority of consumers will reduce spends on their regular buys that appear near offensive content like Nazi propaganda (86%), terrorist recruiting videos (90%). Consumers (85%) would feel more positive about a company, if all its ad partners were independently certified.

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