fake news, real consequences - magazine news real consequences 10... · fake news, real...

INTRODUCTIONOBJECTIVES - 360O VIEW

Consumer Advertisers Industry

WHERE DO WE GO FROM HERE?

1

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

4

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

5

CONSUMER IMPACT

6

7

CONS

UMER

IMPA

CTFake News, Real Consequences: Impact on Consumers, Publishers and Advertisers – PDRF 2017 Madrid

8


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

9

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


10


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?

11


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%


Most consumers would prefer a non-governmental organization to flag fake news

INDUSTRY IMPACT

12

13


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

14


INDU

STRY

IMPA

CT

Source: NY Times (3/2017)

Gaining control over digital budgets is

driving advertisers to

think differently…..and more cautiously

15


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”


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

17


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?


INDU

STRY

TO

OLS

20

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

24

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?

25

Fake news isn’t new

Importance of credible context for advertisers

NEED FOR BALANCE

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27


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.

fake news, real consequences - magazine news real consequences 10... · fake news, real...

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