BRAND PROTECTION FROM DIGITAL CONTENT INFECTION REPORT Introduction Infographic Summary of Key Findings Conclusion Detailed Findings About the CMO Council About Dow Jones About Pollfsh About PR Newswire TABLE OF CONTENTS41027 27 28 28 BRAND PROTECTION FROM DIGITAL CONTENT INFECTION REPORT INTRODUCTION It’s estimated that programmatic advertising will account for 80 percent of all digital display advertising in 2017. Yet, recent headlines and pronouncements by leading brand marketers highlight the signifcant limitations and potential pitfalls of programmatic.Among other issues, this technology-driven ad buying process has resulted in notable, image-sensitive ads for brands appearing within or alongside ofensive rich media content, fake news, as well as non-contextual and inappropriate online channels. As a result, chief marketing ofcers from the world’s most trusted and respected advertisers are taking steps to protect and safeguard their brands by reducing spend in certain digital channels until better controls, compliance measures and assurances are in place regarding the placement of ads and the integrity and relevance of content and audiences. “Brand Protection From Digital Content Infection” is a new research initiative that explores the topic of brand reputation and risk associated with programmatic buying of digital media advertising. This CMO Council research focuses on the impact that digital advertisements have on consumer and business buyer perceptions and reactions to brand misplacement in crowdsourced content channels, as well as their level of satisfaction with digital advertising efectiveness, economics, efciency and transparency. This frst report on the subject, entitled “How Brands Annoy Fans,” was conducted in partnership with the Dow Jones and highlights insights based a survey of more than 2,000 consumers across North America and the United Kingdom. This summer, we will release the fnal research product, which will further investigate the subject, including fndings from a global survey of marketers and advertisers, as well as qualitative discussions with domain experts and large advertisers, including Morgan Stanley, Procter & Gamble, Reebok, United Rentals and Vera Bradley. The research will explore marketers’ concerns regarding digital ad content compromises, plans to safeguard their brands and best-practice approaches to assuring brand integrity in digital ad buys. Strong consumer reactions uncovered in this report demonstrate the clear imperative that brands should be concerned with their digital ad placement and must take steps to protect and safeguard their brands through more diligent digital advertising science and choices. 淘宝店铺 “Vivian研报” 收集整理 获取最新报告及后续更新服务请淘宝搜索“Vivian研报” BRAND PROTECTION FROM DIGITAL CONTENT INFECTION REPORT 。。。以上简介无排版格式，详细内容请下载查看