The Impact of Misinformation on Media Mix Performance
In today’s digital era, where false information can spread on social platforms at viral speeds, brands need greater transparency and data to understand the implications of running alongside misinformation content.
Back in 2022, a study conducted by Zefr and MAGNA Media Trials delved deep into this issue, unveiling the pervasive influence of misinformation and its significant effect on consumers perceptions, in particular concerning brands when found to be associated with misinformation content.
The study found that consumers hold brands responsible for their adjacency to misinformation, attributing blame almost equally to the publisher/author (53%), platform (49%), and brand (44%) for the placement of ads.
Now, as the 2024 presidential elections draw near, and in a world of heightened global conflicts and breaking news cycles, the media landscape is bracing for a surge in misinformation, in part fueled by anticipated increases in ad spend. MAGNA’s latest U.S. Ad Forecast predicts a substantial boost in ad revenue, with the 2024 election cycle anticipated to generate an additional $9 billion for media owners — a significant 13% increase compared to 2020 spending levels.
Zefr and MAGNA Media Trials recently collaborated again to conduct a new follow-up study that further explores consumer perceptions regarding misinformation. The objective was to evaluate ad effectiveness and determine if being near misinformation–including different categories of misinformation–on social media erodes brand perceptions. This was achieved by testing ad effectiveness across various industries such as auto, consumer packaged goods (CPG), insurance, and finance.
Overall, the leading finding from the study reveals that when ads are placed next to misinformation, there is a notable decrease in brand trust among consumers and prospective customers in the market. For instance, a brand’s existing or past-purchasing customers show a substantial 15-point drop on the trust index scale when exposed to ads near misinformation compared to standard content.
Consequently, ad budgets are wasted when placed alongside misinformation, leading to ineffective campaign ROI. Among respondents in-market for the product or service advertised, standard content drove a significant 11% lift in agreement that the brand was one they respected, while misinformation content revealed no significant impact.
The study also shows how misinformation affects different content types unequally. Political and AI-generated misinformation are more easily identified by consumers as fake, whereas science-related misinformation, particularly around topics like climate change and healthcare, is harder for the general public to recognize as false.
Alarmingly, 78% of respondents either believed climate-related misinformation was real or were unsure about its accuracy. This is concerning given that many participants expressed fear about climate change, citing concerns that insufficient action could jeopardize human existence.
This underlines the need to enhance safety and suitability across social platforms to prevent all types of potential harmful misinformation content from spreading, and also for brands to take the necessary actions to preserve brand integrity.
Brands should proactively define safety guidelines that outline acceptable content types and environments for their ad placements. Specifying criteria related to misinformation and sensitive topics will serve as a north star, steering media buying decisions toward safer and more aligned placements.
In addition, brands should conduct a thorough review of each platform’s content policies, as well as understand any previous incidents related to brand safety. It’s essential to assess whether each specific social platform places a high priority on brand safety and utilizes fact-checking to detect and demonetize misinformation.
It is also important for both brands and platforms to stay informed about emerging misinformation trends and patterns as it relates to specific industries and verticals. This can help brands adapt their strategies and minimize the risk of inadvertently associating with misinformation that has real consequences for brand trust and reputation.
Brand safety has long been a challenge in digital advertising, but solutions like those offered by Zefr provide protection against misinformation content within the walled garden, user-generated content (UGC) environments. Zefr utilizes advanced AI technology fueled by data from over 50 IFCN certified fact-checking organizations worldwide. This approach allows Zefr to dynamically integrate new fact-checking data, refining its models and ensuring it remains up-to-date with the ever-evolving landscape of new and emerging misinformation narratives.
The impact of misinformation on ad placement cannot be overstated, especially during an election year when the spread of false information tends to intensify. Adjacency to misinformation can significantly diminish brand perception, erode trust, and lead to wasted ad spend.
Brands need to prioritize safety by defining clear guidelines, conducting thorough platform reviews, and staying informed about emerging misinformation trends. By pushing for responsible media buying practices, advertisers can preserve the integrity of digital advertising spaces and ensure that their ads are placed in the right context.
Download and read the full study from Zefr & MAGNA Media Trials here.
Learn more about Zefr’s misinformation detection and verification solution and request a trial today.
