Should social platforms or brands be accountable for ads appearing near unsafe content?

The majority of online consumers in Singapore hold social media platforms responsible for ads appearing next to unsafe content (67%) while only 32% said brands need to take accountability as well. According to a Social Ads and Consumer Perception study by Integral Ad Science, the growth of fake news has made consumers less trusting of the ads they see on their social feeds (43%). In fact, 64% believe that the personal content of social media makes them more aware of inappropriate ads on social platforms.

Meanwhile, 29% of consumers will have an unfavourable view of a brand whose ad appears next to content that does not align with the brand’s image. Most of the are also unlikely or very unlikely (47%) to purchase a product or service advertised on social feeds that is next to unsafe content. This once again shows that inappropriate ad placements can negatively impact consumer perception, while adjacency to inappropriate or unsafe content can further decrease consumers' purchase intent for the brand.

On the other hand, contextually relevant advertising would improve in-feed ad experiences for users and generate brand favourability, and drive intent to purchase a brand's product or service. About 60% of consumers surveyed said they feel more favourable towards brands whose ads appear next to content that aligns with the brand, and 54% said they are likely to purchase such brands' products or services.

The research found that ad engagement is strong on social media platforms, with 89% of those surveyed in Singapore having engaged with an ad online in the past year. Facebook had the highest number of engagements (71%) in the past 12 months, followed by YouTube (69%), and Instagram (56%). Close to a third (29%) of consumers have also purchased a product or service advertised on their social feed.

Laura Quigley, SVP APAC, Integral Ad Science, said it is equally important that brands take the onus and direct their agency partners to help them align with what’s relevant and avoid unsuitable content. "A key aspect of this is working with a trusted media quality partner," she said. Integral Ad Science surveyed over 500 Singaporeans in January 2022 for this report, which aims to provide an overview of social media usage and insights into user perceptions of social media in-feed ads. 

While the case of misplaced ads are not uncommon in Singapore's advertising scene, they can no doubt bring unwanted attention to brands. Last month, ads by insurance company Chubb were found next to an online article covering the death of two young boys that rattled the community on the national newspaper The Straits Times.

It was understood then that the ad placement was not a direct buy through the publisher, but rather through Open Market programmatic buys. Meanwhile, last February, BMW's ad promoting the purchase of its vehicles was also unfortunately placed midway through a news article on Mothership concerning a horrific car crash along Tanjong Pagar, which took the lives of five individuals during Lunar New Year.

According to Magna, social media ad spending in Singapore grew by 33% in 2021. Digital advertising is expected to continue outperforming linear advertising formats and eventually represent 60% of total advertiser budgets by 2026, with social media as a key priority. As advertiser budgets increase, it is crucial for brands to focus on media quality to maximise their budgets on social platforms, Integral Ad Science said. 

Photo courtesy: 123RF

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