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
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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.
BRAND PROTECTION FROM DIGITAL CONTENT INFECTION
REPORT
BRAND PROTECTION FROM DIGITAL CONTENT INFECTION
REPORT
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