Because of a swirl of misinformation surrounding the pandemic and the national election in November, this is a particularly dicey time to place advertising on social media platforms. eMarketer reports that "most US buy-side decision-makers are concerned about their ads potentially running up against controversial content on social media."
September data from the Interactive Advertising Bureau (IAB) shows that 41 percent of ad buyers say they are "extremely concerned," 27 percent are "fairly concerned," and 22 percent are "slightly concerned" about their ads appearing adjacent to controversial content. That means 68 percent are expressing more than mild discomfort. According to eMarketer principle analyst at Insider Intelligence Nicole Perrin, “Premium content publishers in the media have put a lot of pressure on brands over the past few years by highlighting the divisive nature of a lot of user-generated content, which is now driving advertisers to reconsider their spending on social media and perhaps redirect some of that spending into premium channels including programmatic connected TV ads.”
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