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TRANSCRIPT
INTRODUCTIONOBJECTIVES - 360O VIEW
Consumer Advertisers Industry
WHERE DO WE GO FROM HERE?
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AGENDA
Fake News, Real Consequences: Impact on Consumers, Publishers and Advertisers – PDRF 2017 Madrid
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…written and published with the intent to mislead in order to gain financially or politically, often with
sensationalist, exaggerated, or patently false headlines that grab attention
…employs eye-catching headlines or entirely fabricated news stories to
increase readership, online sharing and Internet click revenue.
…undermines serious media coverage and makes it more difficult for journalists to cover significant news stories.
…. a type of yellow journalism or propaganda….
deliberate misinformation or hoaxes spread via media…
WHAT IS FAKE NEWS?
Fake News is not a new ideaTHE GREAT MOON HOAX
How do consumers define fake
news?“News with misleading headlines”
“Stories that purposely spread misinformation”
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1. The rise of social media and global connections result in spreading of fake news
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KEY THEMES
2. Implications and connection of fake news to advertising
Consumer Perceptions
How information is
found?
Industry
Advertising
360O
view of the impact of fake news
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CONSUMER IMPACT
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CONS
UMER
IMPA
CTFake News, Real Consequences: Impact on Consumers, Publishers and Advertisers – PDRF 2017 Madrid
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Fake News, Real Consequences: Impact on Consumers, Publishers and Advertisers – PDRF 2017 Madrid
CONS
UMER
IMPA
CT …only 6% of respondent’s blame mainstream print news of spreading fake news
Q. In your opinion, which of the following is most responsible for spreading "fake news"? Please select one response.
Question Type: Single Choice | Total Respondents: 557
3%4%6%6%6%
8%8%10%10%
12%
27%
None of theabove
Late night talkshows (e.g. TheTonight Show,
Bill Maher)
Lifestyle websites(e.g. Refinery29,
BuzzFeed,PopSugar)
Internet newsaggregator (e.g.Google, Yahoo)
Mainstream printnews (e.g. New
York Times, WallStreet Journal)
Liberal media(e.g. the Atlantic,
HuffPost)
Satire news (e.g.The Onion, The
Daily Show)
PoliticiansConservativemedia (e.g.Breitbart)
Mainstream TVnews (e.g.
MSNBC, CNN,Fox)
Social media(e.g. Facebook,
Twitter)
Source: Fake News – Omnicom Media Group
Social media is most responsible for the spread of fake news
Millennials trust news less than older cohorts
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Consumers’ trust in mainstream news is strong – but news habits have changed significantly
36%I only read news from
sites/sources I trust
39% I get my
news from more than one source
now
Source: Fake News – Omnicom Media Group
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Fake News, Real Consequences: Impact on Consumers, Publishers and Advertisers – PDRF 2017 Madrid
CONS
UMER
IMPA
CT
Source: OMG, National Online Survey June 2017l; Top 2 box agreement
Brands risk appearing adjacent to undesirable content…
48%Hateful/
Offensive/Derogatory
content
54%Fake News
>75%state that credible, brand-
safe environments are worth paying a premium
for.
…. And negatively impacted. I would have a negative impression of that
brand
75%I would not consider purchasing that brand
74%I would not recommend that brand to
others
76%
How often do you see ads around…
How do we combat fake news?
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Fake News, Real Consequences: Impact on Consumers, Publishers and Advertisers – PDRF 2017 Madrid
CONS
UMER
IMPA
CT
Top 2 Box
An independent organization made up of both academics and
entities in media, 33%
The United States Government (e.g. something like the
F.C.C.), 25%
An independent organization made up of academics / entities
not in media, 23%
An independent organization made up of entities in media (e.g.,
journalists), 12%
Other, please specify, 7%
Source: Fake News – Omnicom Media Group
Most consumers would prefer a non-governmental organization to flag fake news
INDUSTRY IMPACT
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Fake News, Real Consequences: Impact on Consumers, Publishers and Advertisers – PDRF 2017 Madrid
INDU
STRY
IMPA
CT
Source: Meredith Online Survey/Ad Perceptions March 2017
Value of brand safe environments is increasing
81%Ensuring a brand safe environment
is essential
66%Buying directly from premium
publishers is the best option
72%using the most
reputable sites is more important
than ever
64%Can’t ensure brand safety when buying programmatically
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Fake News, Real Consequences: Impact on Consumers, Publishers and Advertisers – PDRF 2017 Madrid
INDU
STRY
IMPA
CT
Source: NY Times (3/2017)
Gaining control over digital budgets is
driving advertisers to
think differently…..and more cautiously
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Fake News, Real Consequences: Impact on Consumers, Publishers and Advertisers – PDRF 2017 Madrid
INDU
STRY
IMPA
CT
Source: NY Times (3/2017)
HE WAS
RIGHT.
His post was shared by 6 million + people
“I had a theory…given the severe distrust of the media among
Trump supporters…any-thing that parroted Trump’s talking points people would
click”
Fake News, Real Consequences: Impact on Consumers, Publishers and Advertisers – PDRF 2017 Madrid
INDU
STRY
IMPA
CT When Trust is compromised, advertisers act with their wallets
Spending about the same53%
Spending more33%
Spending less 14%
Change in Spending with Ad Networks vs. Year Ago
Source: Brightroll (4/2017) 16
% Spending of Respondents
No, this was not part of the
decision35%
Yes, this was the primary
reason 17%
Yes, this was one of
many reasons 48%
Of Those Spending Less, Was the Decision Influenced by a Desire to Advertise with Brand-Safe Sites?
% Spending of Respondents
INDUSTRY TOOLS
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Fake News, Real Consequences: Impact on Consumers, Publishers and Advertisers – PDRF 2017 Madrid
INDU
STRY
TO
OLS
Source: NY Times (7/9/2017) 18
Industry giants – Facebook, Google - cchallenged by advertisers to fight fake news
“We’re committed to helping quality journalism thrive on Facebook. We’re making progress through our work with news publishers and have more work to do.” (Facebook)
“We want to publishers succeed as they transition to digital… it’s a priority.” (Google)
But is it working? “They’re talking to us, but there hasn’t been a lot of action yet.” (News Media Alliance)
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What questions should advertisers/agencies be asking?
1. Is your blacklist inclusive?
2. What are the types of content you are notcomfortable running next to?
3. What technology are you using to mitigate risk?
4. Are there publisher, channel or media format limitations preventing blocking?
Fake News, Real Consequences: Impact on Consumers, Publishers and Advertisers – PDRF 2017 Madrid
INDU
STRY
TO
OLS
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No single tool to measure brand safetyBut growth in the area is an indication of demand
of media decision makersrely on “internal monitoring/management”
20%
Four Challenges to Overcome for a ComprehensiveBrand Safety Solution
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Challenge #1“Brand safety” can be highly
subjective
Challenge #2A blacklist needs help
for strategic brand safety
Challenge #3Fake news
requires human identification
Challenge #4Transparency in
brand safety performance
Rely on experts to identify fake news
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Open Brand Safety (OBS) Framework
Challenge #3:Cut off funding to fake news and extremist content using tech + human review
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A measurement and analytics company improving brand advertising online
A service for journalists that identifies videos likely to go viral and verifies their authenticity
Open Brand Safety (OBS)
Top journalism institutions, fact checkers, and think tanks on the forefront of fake news identification
Prioritize brand safety
measurementMoat’s new
metric: Potentially
False Information
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If brand safety relies on accurate content classification and whether domains are classified as fake news, you need a way to monitor activity on those fronts
Potentially False Information
WHAT DOES IT MEAN?
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Fake news isn’t new
Importance of credible context for advertisers
NEED FOR BALANCE
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Fake News, Real Consequences: Impact on Consumers, Publishers and Advertisers – PDRF 2017 Madrid
THO
UGHT
S
Source: Brightroll (4/2017)
What does this all mean and how can we continue to fight for the integrity of our content and advertising environments?
How can social media be better controlled and to what extent should it be?
What do consumers want?
How can programmatic buying be better improved to maximize effective, credibility and safe placement?
Adtech will play an even greater role.