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1、THE STATE OF SOCIALSafeguarding and scaling your brand on social media RESEARCHTHE STATE OF SOCIALStudy objectives and design2The ubiquity of social media gives advertisers an opportunity to cast a wide net for their brands.However,social medias varied nature makes it difficult for advertisers to ga

2、uge what kind of content will surround their ads and consumers are increasingly discerning of ads near unsafe(inappropriate)content and misinformation.Advertisers should leverage this study to understand how consumers perceptions of and interactions with brands are influenced by the content surround

3、ing ads on social media.Additionally,advertisers can learn how advertising alongside contextually relevant content influences brand favorability and purchase intent.FIELD DATEQ2 2024PARTICIPATIONn=1,167 U.S.consumers CONSUMER STUDYTHE STATE OF SOCIAL|3THE STATE OF SOCIAL|D.Se pensi al tema della div

4、ersit e inclusione nel mondo dei brand e della pubblicit,indica se sei daccordo o meno con le seguenti affermazioni:“I brand utilizzano la diversit nella pubblicit solo per aumentare i loro profitti”SOCIAL MEDIA USAGE IS WIDESPREAD,AND CONTINUES TO BE A SIGNIFICANT CHANNEL FOR ADVERTISERSTO REACH CO

5、NSUMERS97%of consumers use social media platforms Q.What social media platforms do you currently use?A MAJORITY OF CONSUMERS ARE SPENDING AT LEAST TWO HOURS ON SOCIAL MEDIA EACH DAY4THE STATE OF SOCIAL|22%0-1 hours2-4 hours5-7 hours7 or more hours52%19%6%Q.Please select the amount of time you spend

6、on social media platforms a dayAmount of time consumers spend on social media platforms per day5THE STATE OF SOCIAL|D.Se pensi al tema della diversit e inclusione nel mondo dei brand e della pubblicit,indica se sei daccordo o meno con le seguenti affermazioni:“I brand utilizzano la diversit nella pu

7、bblicit solo per aumentare i loro profitti”CONSUMERS ARENT JUST INTERACTING WITH CONTENT ON SOCIAL MEDIA THEYRE ENGAGING WITH ADS TOO87%of consumers have engaged with an ad on social platforms within the past 12 months Q.Please select the social platforms that you have engaged with an ad on in the p

8、ast 12 months6THE STATE OF SOCIAL|QUESTIONABLE CONTENT APPEARS OFTEN ON SOCIAL MEDIA FEEDS82%of consumers have encountered questionable content or posts in their social media feed that theyd like to avoidQ.Have you encountered any questionable content or posts on your social media feed that youd lik

9、e to avoid?Please select what types of content those included.7THE STATE OF SOCIAL|44%MisinformationAdult contentContent generated using AI/deepfakesContent that used hate speechGenerally low quality content17%Pirated/bootleg contentContent that showed illegal drugsContent that included offensive la

10、nguage37%30%27%26%21%20%Content that showed violenceContent that featured alcohol17%17%CONSUMERS WANT TO AVOID MISINFORMATION,ADULT CONTENT,AND AI-GENERATED CONTENT ON THEIR FEEDSQuestionable content that consumers want to avoid on social mediaQ.Have you encountered any questionable content or posts

11、 on your social media feed that youd like to avoid?Please select what types of content those included.8THE STATE OF SOCIAL|D.Se pensi al tema della diversit e inclusione nel mondo dei brand e della pubblicit,indica se sei daccordo o meno con le seguenti affermazioni:“I brand utilizzano la diversit n

12、ella pubblicit solo per aumentare i loro profitti”THE PRESENCE OF UNSAFE CONTENT ON SOCIAL MEDIA IS NOTICEABLY GROWING25%of consumers have noticed an increasing volume of unsafe content on social media in the past yearQ.Please select the statements that you agree with regarding your social in-feed e

13、xperience.Please select all that apply:“I have noticed an increasing volume inappropriate content with social media in the past year”9THE STATE OF SOCIAL|Q.What content format do you typically see inappropriate content take within social platforms?66%Photos/ImagesVideosText posts53%42%UNSAFE CONTENT

14、 ON SOCIAL MEDIA ISNT LIMITED TO ONE FORMATFormats unsafe content typically takes on social mediaQ.Please select the statements that you agree with regarding your social in-feed experience.Please select all that apply.*Responses include“The emergence of AI generated content makes me suspicious of th

15、e content that appear on my feed”;“There is a prevalence of misinformation within social platforms especially during the election season”CONSUMERS ARE CONCERNED ABOUT SOCIAL MEDIA CONTENT THAT COULD BE MISLEADING ESPECIALLY DURING ELECTION SEASON42%of consumers say the emergence of AI-generated cont

16、ent makes them suspicious of the content that appears on their feed41%of consumers say there is a prevalence of misinformation within social platforms,especially during the election seasonMISINFORMATIONAI-GENERATED CONTENT10THE STATE OF SOCIAL|11THE STATE OF SOCIAL|D.Se pensi al tema della diversit

17、e inclusione nel mondo dei brand e della pubblicit,indica se sei daccordo o meno con le seguenti affermazioni:“I brand utilizzano la diversit nella pubblicit solo per aumentare i loro profitti”CONSUMERS ARE LESS TRUSTING OF ADS ON SOCIAL MEDIA DUE TO THE SPREAD OF MISINFORMATION46%of consumers say t

18、he growth of fake news has made them less trusting of ads on social feedsQ.Please select the statements that you agree with regarding your social in-feed experience.Please select all that apply.“The growth of fake news has made me less trusting of ads on social feeds”12THE STATE OF SOCIAL|D.Se pensi

19、 al tema della diversit e inclusione nel mondo dei brand e della pubblicit,indica se sei daccordo o meno con le seguenti affermazioni:“I brand utilizzano la diversit nella pubblicit solo per aumentare i loro profitti”CONSUMERS MAY HAVE A NEGATIVE VIEW OF A BRAND WHOSE ADS APPEAR NEAR CONTENT THAT IS

20、 UNSAFE OR DISCONNECTED FROM THE BRANDS IMAGE43%of consumers feel unfavorable toward brands whose social media ads appear alongside content that does not align with the brands image or may be considered unsafe for the brandD.Se pensi al tema della diversit e inclusione nel mondo dei brand e della pu

21、bblicit,indica se sei daccordo o meno con le seguenti affermazioni:“I brand utilizzano la diversit nella pubblicit solo per aumentare i loro profitti”Q.How would you feel towards brands whose in-feed social ads appear next to content that does not align with the brands image or may be considered ina

22、ppropriate for the brand?Responses include“Unfavorable”and“Very Unfavorable”13THE STATE OF SOCIAL|D.Se pensi al tema della diversit e inclusione nel mondo dei brand e della pubblicit,indica se sei daccordo o meno con le seguenti affermazioni:“I brand utilizzano la diversit nella pubblicit solo per a

23、umentare i loro profitti”D.Se pensi al tema della diversit e inclusione nel mondo dei brand e della pubblicit,indica se sei daccordo o meno con le seguenti affermazioni:“I brand utilizzano la diversit nella pubblicit solo per aumentare i loro profitti”Q.Please select who you think is responsible if

24、a brands ad appears near unsafe content on social media feeds?Note:4%of respondents chose“other.”Social MediaPlatformsBrands/AdvertisersWho consumers hold accountable for ads appearing near unsafe content on social media feeds61%35%WHILE CONSUMERS MOSTLY HOLD SOCIAL MEDIA PLATFORMS RESPONSIBLE FOR A

25、DS APPEARING NEAR UNSAFE CONTENT,MORE THAN ONE THIRD PLACE THE ONUS ON BRANDS14THE STATE OF SOCIAL|D.Se pensi al tema della diversit e inclusione nel mondo dei brand e della pubblicit,indica se sei daccordo o meno con le seguenti affermazioni:“I brand utilizzano la diversit nella pubblicit solo per

26、aumentare i loro profitti”ADJACENCY TO UNSAFE CONTENT ON SOCIAL FEEDS CAN DECREASE PURCHASE INTENT FOR THE BRAND56%of consumers say they are unlikely to purchase a product or service advertised on their social feed if it appears alongside unsafe contentD.Se pensi al tema della diversit e inclusione

27、nel mondo dei brand e della pubblicit,indica se sei daccordo o meno con le seguenti affermazioni:“I brand utilizzano la diversit nella pubblicit solo per aumentare i loro profitti”D.Se pensi al tema della diversit e inclusione nel mondo dei brand e della pubblicit,indica se sei daccordo o meno con l

28、e seguenti affermazioni:“I brand utilizzano la diversit nella pubblicit solo per aumentare i loro profitti”Q.How likely are you to purchase a product/service advertised on your social feed if it appears between unsafe content?Responses include“Unlikely”and“Very Unlikely”15THE STATE OF SOCIAL|D.Se pe

29、nsi al tema della diversit e inclusione nel mondo dei brand e della pubblicit,indica se sei daccordo o meno con le seguenti affermazioni:“I brand utilizzano la diversit nella pubblicit solo per aumentare i loro profitti”ON THE OTHER HAND,CONSUMERS ENGAGE WITH ADS THAT ARE PERSONALLY RELEVANT TO THEM

30、 52%of consumers say they are likely to engage with in-feed ads that are personally relevant to them while browsing on social mediaD.Se pensi al tema della diversit e inclusione nel mondo dei brand e della pubblicit,indica se sei daccordo o meno con le seguenti affermazioni:“I brand utilizzano la di

31、versit nella pubblicit solo per aumentare i loro profitti”D.Se pensi al tema della diversit e inclusione nel mondo dei brand e della pubblicit,indica se sei daccordo o meno con le seguenti affermazioni:“I brand utilizzano la diversit nella pubblicit solo per aumentare i loro profitti”D.Se pensi al t

32、ema della diversit e inclusione nel mondo dei brand e della pubblicit,indica se sei daccordo o meno con le seguenti affermazioni:“I brand utilizzano la diversit nella pubblicit solo per aumentare i loro profitti”Q.How likely are you to engage with in-feed ads that are personally relevant to you whil

33、e browsing on social media?Responses include“Likely”and“Very likely”Q.How would you feel toward a brand if their in-feed ads have specific messages that relate to the surrounding social media content you are viewing?;How would you feel towards brands whose in-feed social ads appear next to content t

34、hat does align with the brands image?Responses include“Very favorable”and“Favorable”CONTEXTUALLY RELEVANT ADVERTISING CAN IMPROVE THE CONSUMER AD EXPERIENCE WITHIN SOCIAL FEEDS39%of consumers would feel favorable toward brands whose in-feed ads appear next to content that aligns with the brands imag

35、e38%of consumers feel favorable toward brands whose in-feed ads have specific messages that relate to the surrounding social media content they are viewing16THE STATE OF SOCIAL|Q.How likely are you to remember an in-feed ad if its messages relate to the adjacent social content?Responses include“Very

36、 likely”and“Likely”;How likely are you to purchase a product/service advertised on your social feed if it is related to the content you are viewing?Responses include“Likely”and“Very likely”AD ADJACENCY TO CONTEXTUALLY RELEVANT CONTENT ON SOCIAL FEEDS IMPROVES MEMORABILITY AND DRIVES PURCHASE INTENT4

37、7%of consumers say they are likely to remember an in-feed ad if its messages relate to the adjacent social content37%of consumers say they are likely to purchase a product or service advertised on their social feed if it is related to the content they are viewing17THE STATE OF SOCIAL|KEY TAKEAWAYS19

38、7%87%78%SOCIAL MEDIA IS WIDELY USED AMONG CONSUMERS,PROVING TO BE AN EFFECTIVE ADVERTISING CHANNEL FOR BRANDS of consumers use social media platformsof consumers have engaged with an ad on social platforms within the past 12 monthsof consumers spend at least two hours of their day on social media18T

39、HE STATE OF SOCIAL|BRANDS SHOULD AVOID ADVERTISING ALONGSIDE UNSAFE CONTENT ON SOCIAL MEDIAKEY TAKEAWAYS282%of consumers have encountered questionable content or posts in their social media feed that theyd like to avoid66%35%25%of consumers find unsafe content in the format of imagesof consumers hol

40、d brands responsible for ads appearing near unsafe contentof consumers have noticed an increasing volume unsafe content on social media in the past year19THE STATE OF SOCIAL|AD ADJACENCY TO UNSAFE CONTENT WITHIN SOCIAL FEEDS CAN TURN CONSUMERS AWAY FROM BRANDS KEY TAKEAWAYS356%of consumers say they

41、are unlikely to purchase a product or service advertised on their social feed if it appears near unsafe content46%43%of consumers say the growth of misinformation has made them less trusting of ads on social feedsof consumers say they would feel unfavorable toward brands whose ads appear near unsafe

42、 content20THE STATE OF SOCIAL|CONTEXTUALLY RELEVANT AND BRAND-SUITABLE ADS CAN IMPROVE THE AD EXPERIENCE ON SOCIAL MEDIA AND DRIVE BRAND EQUITYKEY TAKEAWAYS447%of consumers say they are likely to remember an in-feed ad if its message relates to the adjacent social content38%37%of consumers feel favo

43、rable toward brands whose in-feed social ads appear next to content that aligns with the brands imageof consumers say they are likely to purchase a product or service advertised on their social feed if it is related to the content they are viewing21THE STATE OF SOCIAL|HOW IAS CAN HELP:TOTAL MEDIA QU

44、ALITY 22APPLES-TO-APPLES VIEWCompare performance across platforms with consistent metrics and methodology,enabling you to maximize performance across the ecosystemINDUSTRY ALIGNMENTGain valuable insights with brand safety and suitability reporting aligned to the GARM Framework for actionable insight

45、sBEST-IN-CLASS TECHNOLOGYPowered by advanced machine learning,Total Media Quality uses 100%AI to provide the most accurate measurement for the feed,at scaleSUITABILITY PROFILEAccess custom brand suitability metrics and graphs tailored to your brand that allow you to take action more effectivelyVIEWABILITY,INVALID TRAFFIC,BRAND SAFETY&SUITABILITY MEASUREMENT ACROSS PLATFORMS GET STARTEDTHE STATE OF SOCIAL|