Where a company places its ads can be crucial because of the fact that this is the sort of thing that could potentially end up determining how a user might perceive the ads in question. A survey of around 1,110 US adults conducted by the Brand Safety Institute in partnership with the Trustworthy Accountability Group showed that consumers have some strong opinions regarding where they feel like ads should be placed, and it turns out that controversial politicians are a bit of a no-go area.
With all of that having been said and now out of the way, it is important to note that 26% of the users who participated in this survey said that they did not want to see ads from their favorite companies being displayed next to controversial politicians. 27% of survey respondents also said that they did not like ads that were shown close to news of someone’s murder or other forms of violent crimes, and ads that are shown in such locations might get fewer clicks than might have been the case otherwise.
That seems to suggest that it’s not just politicians who have a controversial viewpoint who are unfavorable to advertisers, it is controversy in general. 22% of respondents to this survey said that they don’t want to see any ads next to news related to abortion, LGBT issues and police brutality either, so topics that may be incendiary to any degree might be less than useful for brands to market themselves next to.
There was also a smaller percentage of people, 18% to be precise, who didn’t want to see any ads next to coverage of the Covid-19 pandemic or the current invasion of Ukraine by Russian forces. In spite of the fact that this is the case, 46% also said that high quality news coverage was usually a good place for ads, so there is a clear indication that news of other kinds that does not involve stories of conflict, war, global pandemics or violence of any kind can be useful locations for brands to place their ads in on full display.
Read next: 38% of US Adults Are Buying Things From Social Media, Here’s What Motivates Their Purchases
With all of that having been said and now out of the way, it is important to note that 26% of the users who participated in this survey said that they did not want to see ads from their favorite companies being displayed next to controversial politicians. 27% of survey respondents also said that they did not like ads that were shown close to news of someone’s murder or other forms of violent crimes, and ads that are shown in such locations might get fewer clicks than might have been the case otherwise.
That seems to suggest that it’s not just politicians who have a controversial viewpoint who are unfavorable to advertisers, it is controversy in general. 22% of respondents to this survey said that they don’t want to see any ads next to news related to abortion, LGBT issues and police brutality either, so topics that may be incendiary to any degree might be less than useful for brands to market themselves next to.
There was also a smaller percentage of people, 18% to be precise, who didn’t want to see any ads next to coverage of the Covid-19 pandemic or the current invasion of Ukraine by Russian forces. In spite of the fact that this is the case, 46% also said that high quality news coverage was usually a good place for ads, so there is a clear indication that news of other kinds that does not involve stories of conflict, war, global pandemics or violence of any kind can be useful locations for brands to place their ads in on full display.
Read next: 38% of US Adults Are Buying Things From Social Media, Here’s What Motivates Their Purchases
