27% of users blame brands for appearing with dangerous content on social networks

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Social media advertising undoubtedly offers great potential for all those advertisers looking to reach a broad target group. According to the Integral Ad Science (IAS) study , “Brand Safety on Social Media” , the adoption of these platforms has spread rapidly, with 99% of Spanish consumers using some form of social media platform.

Faced with this, brands often face some challenges on these channels, such as protecting themselves from environments with particularly unsafe or harmful content. Similarly, appearing alongside questionable or inappropriate content can damage a brand's reputation since, as the study itself reveals, one in four Spaniards generally disapproves of brandsalgeria whatsapp list whose advertising is shown alongside questionable content. This makes it much more important for advertisers to carefully manage the publication of their ads on social media platforms.

“Our research also shows that the rise of questionable content, and especially misinformation, in social feeds represents a challenge for brands to protect against inappropriate environments, in terms of Brand Safety and Brand Suitability . In addition to the tools provided by social platforms, our AI-based technology can analyse videos frame by frame and combine text, image and audio signals to holistically measure and interpret content, which is a valuable help. With them, advertisers can be sure that their campaigns are only spread alongside content appropriate for their brand ,” said Benito Marín, Head of Customer Success for Spain and Portugal at Integral Ad Science (IAS).

Spanish consumers' perceptions on social media
One of the most relevant data from the study presented by IAS is that Spaniards have extensive use of social networks. 99% of consumers in Spain use social networks and 87% of them spend at least two hours a day on some of these platforms.

Similarly, 96% of Spanish consumers have interacted with ads on social media once in the last year. In this regard, a quarter of the Spanish respondents have noticed a sharp increase in the amount of inappropriate content on social media in the last year, with problematic videos or images containing misinformation, as well as adult content, standing out among these contents.

In contrast, 27% of consumers believe that brands should ensure that their ads on digital platforms are not displayed next to unsafe content in social feeds . As noted, it is crucial for consumers that ads are related to the content they are viewing, with 53% saying they are more likely to interact with an ad that is relevant to their feed. Similarly, 50% say they will remember an ad better if its message is linked to the content it appears next to.

In addition, linking social media content to the ad you want to display increases the likelihood of purchase. 53% of consumers say they are likely to purchase a product or service advertised on their social media profile if the ad is related to the content they are viewing.

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