In this fascinating AdAge article, the esteemed industry publication called out advertisers to help fight fake news - and instead of urging us to rage-tweet into the void or protest-march in the streets, the article provided some very clear steps that can and should be taken immediately to fight the issue. The writer laid out a pretty sober diagnosis of how online advertisers are creating financial incentives that fuel this crisis, and why supporting fake news is not necessary. To support its case, the article provided facts and figures that show positive economic reasons to advertise on credible news sources. I must say, it is a very good read, and it even gave me some hope.I will summarize below:
- The article calls out some trends that are diminishing the struggling professional news business, specifically:
- Audience-buying in programmatic markets ("advertisers favoring the scale of long-tail content networks and major platforms that take no responsibility for what the content they distribute").
- Aggressive brand-safety measures (the article defines this essentially as blocking ads on professional editorial pages or pages where controversial topics are discussed)
- As I stated earlier, the article cites some pretty interesting metrics to support its case specifically (quoted from the article):
- "In 2016, comScore concluded that ads placed within professional content deliver 300 percent better mid-funnel favorability, consideration and recommendation metrics."
- "Display ads on premium publisher sites experienced 67 percent higher brand lift"
- "IAS research concluded that consumers consider ads 74 percent more "likeable" when seen on high-quality sites."
- "Consumers are nearly three times less willing to associate with brands that advertise alongside unsavory, offensive content (see Magna’s Brand Safety Effect)"
- "according to Edelman, 48 percent of consumers feel it is a brand’s own fault if their advertising appears near inappropriate social media content."
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