Research: Consumers (unconsciously) hold an advertiser responsible for the content surrounding an ad

Advertising around viral videos doesn’t work well for all brands

The fact that advertising around viral videos does not work well for all brands is evident from research results presented today from MAGNA Media Trials and technology and data platform channel factory. The research report shows, among other things, that ads surrounding a popular video have a negative impact if they do not match the video’s content. For example, the purchase intention of viewers of the video drops by eight percent, a negative image of the brand is created by nine percent and trust in the brand even drops by six percent. The negative association also ensures that respondents remember the ad, but for the wrong reasons.

Remarkable research method
For the study, MAGNA showed 2,700 respondents high-scoring video ads from brands such as T-Mobile, an American insurance company and a popular hair care product. For this study, the ads were displayed on multiple platforms, in different contexts, and in different video formats around specific viral videos. For example, there were videos about skin diseases, autonomous sensory meridian response (ASMR) and mukbang videos where excessive amounts of food are consumed.

Remembered for all the wrong reasons
Despite the popularity of the viral videos, the previously high-scoring video ads were suddenly rated significantly worse by respondents. In addition to declining purchase intent and trust, the ad in this context caused the brand’s impact to drop by ten percent. And by seven percent of respondents, the brand was now seen as much less customer-unfriendly. What is also striking about the research findings is that, unlike viewers who had seen the same ad in a different context (32 percent), survey respondents who used the ‘negative’ videos remembered the ad well (41 percent), even if it was for the wrong reason.

Advertising based on perception
Nick Beentjes, CEO of Channel Factory Benelux and France, hopes the research report will be an eye-opener for advertisers who focus on quantity rather than quality. Leg: “The fact that a video is popular does not automatically mean that it also fits a brand. Advertisers are therefore wise to choose a strategy that is more focused on finding appropriate content and channels than on choosing by popularity. This not only benefits the suitability and fire safety of the brand, but also the performance.”

Govaert Plesman, Contracting Director at Mediabrands adds: “The demand for online video advertising has for years exceeded the supply of local publishers and broadcasters. Among other things, YouTube offers the scale and interface to a wide range of audiences that advertisers need to achieve communication goals. YouTube also invests itself in offering brand-safe share, and with the help of Channel Factory this will be significantly strengthened. This is necessary because it is still mainly a platform with a lot of user-generated content (compared to the curated content of broadcasters, for example). For a small additional investment, our customers are secured brand-safe and brand-appropriate advertising on a platform like Youtube. So safe and also suitable for the brand, because for example unwanted topics or content can be excluded, but also vice versa desired content can be included. Also in a connected TV environment”.

Other notable research findings:

  • The majority of respondents believed that brands that advertise around non-compliant content leave a bad impression.
  • In a pre-roll environment, respondents were 1.5 times more likely to feel that the brand was responsible for the content of the video it was shown alongside.
  • Brand KPIs are hurt the most when the ad appears right before the video.

The entire research report can be downloaded here.

Leave a Comment