Roughly half of consumers lose respect for brands whose ads appear next to offensive content—seemingly without wondering if it happened inadvertently. 9% become vocal brand critics, 11% completely stop buying the brand, and 37% say they consider the objectionable content next time they make a purchase decision.
In case that doesn’t make your stomach clench, about a third of all Americans think if an ad appears next to inappropriate content, the brand endorses it. Really.
On the flip side, almost two-thirds of shoppers view a brand more favorably when they hear about it in highly regarded channels. Friends, family and websites top the list of most trusted sources. Social media comes in #6, behind TV and newspapers.
Consumers are taking action to avoid offensive content and fake news. The majority have increased their time with trustworthy sources and are avoiding less well-known channels.
It may be time to take a deep breath and rethink digital marketing strategy. Currently, 80% of digital advertising is programmatic. If brands do not have powerful white lists in place, there is considerable risk that ads could show up next to offensive content.
Sources: CMO Council 2017, Dow Jones 2017, eMarketer 2017
So please…You’re creative. That’s why you considered the name “Brandology.” Use those creative juices to come up with another name that’s not already trademarked. Even though it will take some time, it will be fun, happy time — a stunning contrast to the time you’ll spend with Brandon if you try to use “Brandology.” Really. (It’s probably a little tacky to mention, but if you want our help naming your business, that’s something we do too.)