Study: 78% more likely to trust brands whose ads appear on credible news sites

With the plethora of online content available, it has become increasingly difficult for marketers to safeguard brand safety especially when 91% of Singaporean consumers feel it is important that the content surrounding online ads is appropriate.

In fact, 78% are more likely to trust a brand whose ads appear on credible news sites while 84% of consumers believe responsible and accurate news should be supported by ad funding.

This is as 73% have noted that inappropriate content online has risen recently, putting brand safety at risk as 83% of consumers hold brands accountable for ad placement.

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These were the results of media measurement and optimisation platform Integral Ad Science’s ‘State of Brand Safety’ study that also revealed that adult and explicit sexual content (64%) was the top content category Singaporean consumers regard as inappropriate.

Other perceived inappropriate categories include hate speech and acts of aggression (59%), violence and human rights violations (59%) and misinformation (58%) to name a few.

When it comes to where consumers expect to see safe and appropriate content, 39% said it was most important for news sites to have such content. Social media sites follow closely behind at 38%.

Yet, recent events have proven that brand safety on news sites and social media sites are not guaranteed. For example, airline carrier Cathay Pacific found itself in a difficult position after one of its ads popped up before a YouTube video by CNN detailing an incident where an Alaska Airlines plane lost a piece of its fuselage mid-flight.

Similarly, The Staits Times apologised for the unfortunate ad placement of Axe Brand Universal Oil that juxtaposed with its report the River Valley High School killing on the front page of its newspaper, according to media reports.

While ad placements are usually negotiated and bought prior to breaking news and event coverage, 80% of consumers associate a brand’s values with the content surrounding its ads.

In fact, 79% believe brands have a responsibility to publicly denounce offensive content online.

What happens when brands have an unfortunate ad placement?

If a brand advertised near inappropriate content online, 76% would trust a brand less while 77% would feel less favourable towards said brand.

The negative perception will also hurt the performance of an ad as consumers are unlikely to engage with ads that appear near inappropriate content online (56%) and are unlikely to recommend the brand to others (52%). Strikingly, 51% are likely to stop using a product or service as a result.

Conversely, consumers that encounter advertisements around content that is considered appropriate are likely to recommend the brand to others (62%), purchase from the brand (61%) and engage with the ad (58%).

Consumers are most receptive to ads on social media sites (47%) followed closely by entertainment (38%) and shopping sites (37%).

Interestingly, consumers are wary of brands advertising who are known for spreading misinformation with 79% saying that would feel less favourable towards brands that do so.

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