POST Online Media Lite Edition


Nearly half of marketers don't know where their ads are running

Staff Writer |
In new research, the Society for New Communications Research of The Conference Board (SNCR) concludes that big brand marketers are reluctant players in the world of online misinformation, or fake news.

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Nearly 50 percent of marketers do not know where their ads are running, due to programmatic advertising (or ad tech) strategies that tag and follow people throughout the internet.

Although digital advertisers, marketers and social media managers appear aware of the problem and concerned about the possible negative impact to their brands due to being associated with fake news, they seem unsure and ambivalent about what should change—and reluctant to alter their own business practices to rectify the problem.

The survey of more than 100 advertisers, marketers and social media managers was conducted between August and November, and gathered responses from those responsible for managing advertising, paid content marketing, paid social, native and/or programmatic advertising.

It explored these professionals' awareness and attitudes regarding their contribution to the problem of fake news—particularly how ad-supported media models enable it—and what they plan to do about it.

This release represents the first phase of SNCR's research into the issue of fake news.

87 percent of respondents believe it is moderately likely to very likely that programmatic advertising could place sponsors next to fake news content.

88 percent of respondents believe adjacency to fake news could be problematic for an advertiser, with 95 percent of those marketers believing it erodes customer trust in the brand.

Almost 70 percent say they have personally seen fake news on digital or social channels within the past month of them taking the survey.

86 percent cite editorial content as the source of fake news.

59 percent cite native advertising or paid content marketing as the source of fake news.

If their ads appear adjacent to fake news, more than 80 percent believe their brands will be harmed by the affiliation.

Nearly 70 percent say they have a negative or very negative impression of the advertiser in those positions.

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