Ads followed by offensive content don’t affect brand sentiment, local study suggests
Ads followed by undesired or offensive content perform the same way ads followed by more brand safe contend do, a study conducted by Melbourne-based research analytics company Nature has suggested.
The study comes as Australian and international brands have retreated from YouTube programmatic buys after fears the ads were running next to offensive content.
Since the boycott began, local brands including Kia, Holden, Bunnings, Foxtel, Caltex, Nestle and Vodafone’s local business have pulled out of YouTube.
Who funded the research?
*research commissioned by Google
This is honestly no real news to me – most users under 25 watching YouTube know the brand have no direct connection to the content they’re watching so I’m not surprised that “undesirable content” makes no difference to the ad placed before it…
..this is yet another demonstration of the mindless stupidity inherent in cowardly corporate capitulation to political correctness…..and is likely explained by the fact that the so-called “offensive” or “undesirable” content is NOT actually offensive or undesirable to most viewers….while some “racially-charged” content might invoke confected outrage among the authoritarian Left, most of us either don’t give a damn or don’t personally have a problem with the content – and maybe, just maybe, we are subconsciously rejecting censorship and the stealthy neutering of free speech in this country – of which bullying advertisers into boycotts are a prime example
Wow!
Can you read a lot of shit into some pretty average ‘research’ or what!
Somehow I knew it would be ‘the lefties’ fault. So, so mindless.
This is the contagion that dwells in the ruffles at the fluffy edge surrounding Political correctness. The fear of plague, or the utterly untrue belief that leprosy is the oldest and/or the most highly contagious disease on earth. Birds of a feather do flock together, but ads and content constantly mix and match as the case may be, sometimes by design, often by coincidence.