Brand safety issues are partly responsible for the trend toward in-housing and they’re also driving a retreat from programmatic among some brands. A new survey from the Trustworthy Accountability Group (TAG) and Brand Safety Institute (BSI) shows why brands should be nervous about their content appearing beside questionable or offensive content.
Reduce their purchase or stop buying entirely. TAG and BSI polled just over 1,000 U.S. adults in late July. As with other, similar surveys, the parties found that a majority of consumers would have a negative opinion of brands advertising products near extreme or offensive content. And although consumer opinions don’t always translate into action, majorities of consumers told the TAG-BSI survey that they would reduce or stop buying products that appeared in these questionable contexts.
The survey asked respondents to estimate the amount of online content that falls into categories of “dangerous, offensive or inappropriate.” Roughly 85% said some (51%) or a great deal (34%). The survey then asked about reactions to specific types of content.
Which of the following types of content do you think advertisers should prevent their ads from running near?