48% Of Consumers Abandon Brands That Locate Ads Near Offensive Content

Brands and retailers beware: if your advertisement appears on a “fake news” or “inappropriate” web site, your customers will notice and judge you for it. A new survey from the CMO Council revealed that 48% of consumers said they would abandon brands they love if their ad runs alongside objectionable online content.

The study surveyed 2,000 adult consumers in North America and the UK and asked participants their feelings about ads located near objectionable content or on fake news sites. The study found that:

  • Two-thirds of respondents said they would hold a dimmer view of brands that provided negative advertising experiences;
  • 63% of respondents respond more positively to ads run in trusted media channels; and
  • 37% said placement of ads on objectionable content or fake news sites would change the way they feel about a brand.

“CMOs and brand advertisers are increasingly concerned about various aspects of digital and programmatic advertising, including concerns about their ads showing up next to offensive content,” said Donovan Neale-May, Executive Director of the CMO Council in a statement. “This consumer survey demonstrates that those concerns are well founded. Advertising placed next to objectionable content is damaging to a brand while ads that accompany more trusted content and media are more accepted.”

The survey also found that:

  • 86% of respondents are either extremely concerned, very concerned or moderately worried about how easily…