- IPG Mediabrands and data platform company Zefr are extending an existing relationship to assist brands avoid misinformation for campaigns across social media platforms, based on information provided to Marketing Dive.
- Mediabrands clients will gain access to Zefr’s customized pre-campaign Media Responsibility Profiles. Customized dashboards will help them avoid user-generated misinformation while custom video algorithms will improve responsible artificial intelligence in programmatic video.
- IPG performance unit Kinesso is powering these measures. The initiative calls attention to the prices of getting ads appear alongside misinformation, a problem of larger concern amongst marketers amid a contentious election cycle and the rise of generative artificial intelligence (AI) and deepfakes.
With ad dollars continuing to flow into social media at the same time as brand safety concerns are heightened, Magna and Zefr are calling attention to how misinformation can affect a brand’s repute. The move is a component of IPG’s previously announced Media for Good efforts, which deal with driving impact within the areas of brand name safety, media responsibility, marketplace equity and sustainability.
Marketers are gearing up for what’s expected to be a highly charged election season with concerns including generative AI and deepfakes. Social media, the main target of IPG and Zefr’s new tools, sits at the middle of brand name safety concerns for a lot of marketers, as evidenced by TikTok recently introducing new controls on this front and Hyundai pausing ads on X, the platform formerly often called Twitter.
Advertising revenue overall is anticipated to climb 13% this yr attributable to the 2024 political cycle and events just like the Olympics. Social media and short-form digital video are prone to capture more of that market growth in comparison with the opposite channels, per IPG-owned agency Magna’s latest ad forecast.
With the climbing investment in social media, brands can’t ignore misinformation. A trial of social media users revealed that 47% imagine a brand’s integrity is compromised when ads appear alongside such misleading material. Adjacency to misinformation ends in lost impact, which results in wasted spending, based on a new report from Magna and Zefr that is predicated on a test of ad effectiveness amongst 2,000 participants within the U.S. who browsed an in-feed social media experience.
Media placements alongside misinformation also can actively work against specific brand missions. Fourty-four percent of social media users said they’d openly query an organization’s sustainability efforts if its ads appeared next to environmental misinformation. While the research shows political and AI-generated misinformation can easily be spotted by social media users as fake, science-related misinformation is harder to detect, so advertisers should take extra care regarding such placements.
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