With the vast amount of online content available, it has become increasingly complicated for marketers to ensure logo safety, especially when for 91% of Singaporean consumers it is vital that the content surrounding online classified ads is appropriate.
In fact, 78% are more likely to accept as true a logo whose classified ads appear on credible news sites, while 84% of consumers believe that guilty and accurate data deserves to be backed up by advertising funding.
In fact, 73% of respondents noted that online content has also increased recently, putting logo protection at risk, with 83% of consumers considering logos to be guilty of ad placement.
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These are the findings of the “State of Brand Safety” study through media measurement and optimization platform Integral Ad Science, which also found that adult and sexually specific content (64%) was the most sensible content category that Singaporean consumers disappropriated.
Other categories perceived as out of place include hate speech and acts of aggression (59%), violence and human rights violations (59%), and disinformation (58%), to name a few.
When it comes to where consumers expect to see the right content, 39% say it’s very vital for news sites to offer such content. Social media sites hold firm at 38%.
However, recent occasions have shown that logo protection on news sites and social networks is not guaranteed. For example, Cathay Pacific found itself in a tricky situation after one of its classified ads appeared before a CNN video on YouTube detailing an incident in which an Alaska Airlines plane lost a piece of its fuselage in mid-flight.
Similarly, the Staits Times apologized for the unfortunate placement of the Axe Brand Universal Oil ad that juxtaposed its report on the River Valley High School homicide on the front page of its newspaper with media reports.
While ad placement is negotiated and purchased before the latest news and occasion coverage, 80% of consumers associate a brand’s values with the content surrounding its ads.
In fact, 79% say brands have a duty to publicly report offensive content online.
What happens when brands have an unfortunate ad placement?
If a logo advertised nearly irrelevant content online, 76% would accept it as true with one less logo, while 77% would feel less favorable toward that logo.
Negative beliefs will also hurt an ad’s performance, as consumers are unlikely to be interested in classified ads that look like in-line content that is irrelevant (56%) and are unlikely to introduce the logo to others (52%). , 51% of them are most likely to prevent a product or service.
Conversely, consumers who find classified ads about suitable content are more likely to introduce the logo to others (62%), buy from the logo (61%), and interact with the ad (58%).
Consumers are most receptive to classified ads on social media sites (47%), followed largely by entertainment (38%) and grocery shopping (37%).
Interestingly, consumers prefer advertising from brands that are known for spreading misinformation: 79% of them say it would be less favorable for brands to do so.
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