Half of consumers will abandon brands if online ads appear near offensive content: Survey

CMO Council Survey of 2,000 adult consumers in the U.S., Canada and U.K. reveals that 48 per cent will abandon even brands they love if their ads run alongside objectionable online content.

Nearly half of all consumers indicate they would rethink purchasing from brands or would boycott products if they encountered brand ads alongside digital content that offends them, reveals a new study on “How Brands Annoy Fans.”

Aimed at assessing the impact of digital advertising experiences on consumer perceptions and purchase intent, the research looked at digital brand safety from the consumer’s perspective and found that consumers are punishing even preferred brands if they don’t use trusted media platforms or take active steps to control the integrity of their ad environments.

Conducted by the Chief Marketing Officer (CMO) Council using the Pollfish platform, the survey gathered views from 2,000 adult consumers in North America and the U.K., both regions which have both seen high-profile brand campaigns withdrawn this year for their association with fake, distressing and hateful content.

The consumer poll is part of a broader study of digital brand safety being conducted by the CMO Council, in partnership with Dow Jones, entitled “Brand Protection From Digital Content Infection.”

For more see: https://www.cmocouncil.org/digitalad-consumer-report

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