78% say dodgy online content damages brands by association
- Submitted by: Wide PR
- Thursday, 28 August 2008
78% of Web users say brands tarred by brush with dodgy content
~ first research into consumer concerns about misplaced ads shows Coca Cola has most to lose ~
78% of web users would think less of a brand if it allowed an ad to appear next to offensive or inappropriate content.
Independent research by online specialist iCD Research amongst 1,000 UK
web users also found that 62% of all web users believe that they may
have seen ads next to offensive or inappropriate content. A majority of
all web users (52%) thought the problem would get worse.
Respondents rated violent content as the most damaging for a brand to
appear next to, followed in order by drugs references and adult
content. iCD Research also found that Coca Cola was the brand with the
most to lose from any association with such content, followed by brands
such as Cadbury and Tesco. Advertisers were the most likely to be
blamed for allowing ads to appear next to such content (40%), rather
than the website (25%) or ad agency (23%, with the remainder being
unsure where to apportion blame).
Paul Dixon, managing director at iCD Research, said: “Internet
advertising can present great opportunities but also risks. In this
case, risks increase with the size of the fast growing ad network
industry as recent events have shown*.”
“The headline result reflects the strength of feeling amongst those who
may only have heard of an association between a brand and dodgy
content. The workings of the industry are obscure to consumers and our
research shows advertisers are the most likely to get the blame when
there are problems. Agencies and ad networks working for advertisers
have a duty to ensure that campaigns are not only effective but that
brand reputations are protected.”
Online research specialist iCD Research surveyed a demographically
representative sample of 1,000 people in the UK on June 14, 2008.
• If a brand’s ad appeared next to offensive or
inappropriate material online, 78% of the total respondent base said it
would have a negative effect on their perception of the brand. Exactly
half of those said the effect would be ‘very negative’.
• When asked ‘Have you ever seen an ad displayed next to
website content which could be considered offensive or
inappropriate?’, 7% said ‘definitely yes’, 15% said
‘probably’, 40% said ‘possibly’ and the
remainder said ‘definitely not’.
• A majority of respondents, 52%, thought the problem of misplaced
ads would get worse. 24% thought it would stay the same, 4% thought it
would improve and the remainder didn’t know.
• The brands with most to lose in order included Coca Cola,
Cadbury, Lego, Tesco, BA, Sky, Mercedes Benz, Nike, Apple, Thomas Cook,
Guinness and Orange. These brands were selected for rating by
respondents based on their inclusion in the UK Superbrands list in
2007-8
• It would be worst for ads to appear next to: Drugs references
(23%), adult content (23%), violence (22%), weapons (10%), nudity (8%),
extreme views (6%), swearing (4%), bad news (2%), alcohol, tobacco and
gambling (1% each).
• If an ad is allowed to appear next to offensive or inappropriate
content, respondents said the party most responsible would be: the
advertiser (40%), the website (25%), the agency (23%),
other/don’t know (13%).
*E-consultancy: the market for UK online advertising networks will grow
by 60% in 2008 to an estimated value of £385 million.
Notes to editors:
iCD Research
iCD Research is a research consultancy which provides clients including
The International Herald Tribune, World Press Group, Churchill
Insurance and Dorset Cereals with insight and analysis.
www.icd-research.com
