keyword blocking or blacklisting to avoid publishing ads next to content that associates negatively and endangers the reputation of the advertising brand. This phenomenon causes digital ad revenue losses among online publishers who are bound to report on negative news, such as the COVID-19 pandemic, but will not be able to attract brands to advertise next to such content.
During an August 2023 survey carried out among consumers from the United Kingdom, 76 percent of respondents said it would be inappropriate for a brand to advertise next to hate speech and content showing acts of agression. Terrorimm followed in second place, named by 75 percent of interviewed consumers. Ad publishers have adopted a strategy called Types of content endangering brand safety according to consumers in the United Kingdom as of August 2023
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Other statistics that may interest you Brand safety
Marketer insights
5
- Premium Statistic Concern regarding advertising budgets funding harmful activity in the U.S. 2021
- Premium Statistic Reasons for digital ad spend reductions in the U.S. 2021
- Premium Statistic Ways of improving brand suitability in video advertising in the UK & the U.S. 2021
- Premium Statistic Leading brand suitability tactics in video advertising in the UK & the U.S. 2021
- Premium Statistic Weaknesses of brand suitability strategies in video advertising U.S. & UK 2021
Consumer insights
8
- Premium Statistic Impact of ad adjacency on purchase decision in the U.S. 2021
- Premium Statistic Entity responsible for ad adjacency in the U.S. 2022
- Premium Statistic Entity responsible for ad adjacency in the UK 2021
- Premium Statistic Consumer perception of brand safety in the U.S. 2021
- Premium Statistic Consumer perception of ad adjacency in the U.S. 2022
- Premium Statistic Consumer perception of ad adjacency in the UK 2023
- Premium Statistic Content that endangers brand safety in the U.S. 2023
- Premium Statistic Content that endangers brand safety in the UK 2023
Metrics
6
- Premium Statistic Programmatic ad brand risk rate 2022, by format
- Premium Statistic Desktop display brand risk rate 2021, by country
- Premium Statistic Programmatic ads brand suitability block rate worldwide 2019-2021
- Premium Statistic Digital advertising brand suitability block growth 2020, by region
- Premium Statistic Programmatic ads brands suitability violation rate worldwide 2021
- Premium Statistic YouTube advertising safety error rate worldwide 2020
Online news properties
4
- Premium Statistic Ad revenue losses due to keyword blocking 2020, by country
- Premium Statistic Necessity to vet digital news properties before advertising in the U.S. 2021
- Premium Statistic Impact of adjacency to news content on ad perception in the U.S. 2021
- Premium Statistic Impact of adjacency to news on ad perception in the U.S. 2021, by news genre
Further Content: You might find this interesting as well
Integral Ad Science. (January 29, 2024). Types of content endangering brand safety according to consumers in the United Kingdom as of August 2023 [Graph]. In Statista. Retrieved June 18, 2024, from https://www.statista.com/statistics/1276855/type-content-endanger-brand-safety-uk/
Integral Ad Science. "Types of content endangering brand safety according to consumers in the United Kingdom as of August 2023." Chart. January 29, 2024. Statista. Accessed June 18, 2024. https://www.statista.com/statistics/1276855/type-content-endanger-brand-safety-uk/
Integral Ad Science. (2024). Types of content endangering brand safety according to consumers in the United Kingdom as of August 2023. Statista. Statista Inc.. Accessed: June 18, 2024. https://www.statista.com/statistics/1276855/type-content-endanger-brand-safety-uk/
Integral Ad Science. "Types of Content Endangering Brand Safety According to Consumers in The United Kingdom as of August 2023." Statista, Statista Inc., 29 Jan 2024, https://www.statista.com/statistics/1276855/type-content-endanger-brand-safety-uk/
Integral Ad Science, Types of content endangering brand safety according to consumers in the United Kingdom as of August 2023 Statista, https://www.statista.com/statistics/1276855/type-content-endanger-brand-safety-uk/ (last visited June 18, 2024)
Types of content endangering brand safety according to consumers in the United Kingdom as of August 2023 [Graph], Integral Ad Science, January 29, 2024. [Online]. Available: https://www.statista.com/statistics/1276855/type-content-endanger-brand-safety-uk/