Fake News, Real Consequences: Impact on Consumers, Publishers and Advertisers PDRF 2017 Madrid AGENDA INTRODUCTION OBJECTIVES - 360 O VIEW Consumer Advertisers Industry WHERE DO WE GO FROM HERE? 1
WHAT IS FAKE NEWS?. a type of yellow journalism or propaganda. deliberate misinformation or hoaxes spread via media employs eye-catching headlines or entirely fabricated news stories to increase readership, online sharing and Internet click revenue. 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 undermines serious media coverage and makes it more difficult for journalists to cover significant news stories. 2
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 3
KEY THEMES 1. The rise of social media and global connections result in spreading of fake news 2. Implications and connection of fake news to advertising 4
360 O Consumer Perceptions view of the impact of fake news Advertising How information is found? Industry 5
CONSUMER IMPACT 6
Fake News, Real Consequences: Impact on Consumers, Publishers and Advertisers PDRF 2017 Madrid CONSUMER IMPACT 7
Fake News, Real Consequences: Impact on Consumers, Publishers and Advertisers PDRF 2017 Madrid CONSUMER IMPACT 27% Social media (e.g. Facebook, Twitter) Social media is most responsible for the spread of fake news 12% Mainstream TV news (e.g. MSNBC, CNN, Fox) only 6% of respondent s blame mainstream print news of spreading fake news 10% Conservative media (e.g. Breitbart) Q. In your opinion, which of the following is most responsible for spreading "fake news"? Please select one response. 10% Politicians Question Type: Single Choice Total Respondents: 557 8% Satire news (e.g. The Onion, The Daily Show) 8% Liberal media (e.g. the Atlantic, HuffPost) 6% Mainstream print news (e.g. New York Times, Wall Street Journal) 6% Internet news aggregator (e.g. Google, Yahoo) 6% Lifestyle websites (e.g. Refinery29, BuzzFeed, PopSugar) 4% Late night talk shows (e.g. The Tonight Show, Bill Maher) 3% None of the above Source: Fake News Omnicom Media Group 8
Consumers trust in mainstream news is strong but news habits have changed significantly Millennials trust news less than older cohorts 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 9
Fake News, Real Consequences: Impact on Consumers, Publishers and Advertisers PDRF 2017 Madrid CONSUMER IMPACT Brands risk appearing adjacent to undesirable content How often do you see ads around 48% Hateful/ Offensive/ Derogatory content 54% Fake News. And negatively impacted. I would have a negative impression of that brand 75% >75% I would not consider purchasing that brand 74% state that credible, brandsafe environments are worth paying a premium for. I would not recommend that brand to others 76% Source: OMG, National Online Survey June 2017l; Top 2 box agreement 10
Fake News, Real Consequences: Impact on Consumers, Publishers and Advertisers PDRF 2017 Madrid CONSUMER IMPACT How do we combat fake news? Most consumers would prefer a nongovernmental organization to flag fake news Top 2 Box An independent organization made up of entities in media (e.g., journalists), 12% An independent organization made up of academics / entities not in media, 23% Other, please specify, 7% 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% Source: Fake News Omnicom Media Group 11
INDUSTRY IMPACT 12
Fake News, Real Consequences: Impact on Consumers, Publishers and Advertisers PDRF 2017 Madrid Value of brand safe environments is increasing INDUSTRY IMPACT 81% Ensuring a brand safe environment is essential 72% using the most reputable sites is more important than ever 66% Buying directly from premium publishers is the best option 64% Can t ensure brand safety when buying programmatically Source: Meredith Online Survey/Ad Perceptions March 2017 13
Fake News, Real Consequences: Impact on Consumers, Publishers and Advertisers PDRF 2017 Madrid INDUSTRY IMPACT Gaining control over digital budgets is driving advertisers to think differently..and more cautiously Source: NY Times (3/2017) 14
Fake News, Real Consequences: Impact on Consumers, Publishers and Advertisers PDRF 2017 Madrid INDUSTRY IMPACT I had a theory given the severe distrust of the media among Trump supporters anything that parroted Trump s talking points people would click HE WAS RIGHT. His post was shared by 6 million + people Source: NY Times (3/2017) 15
Fake News, Real Consequences: Impact on Consumers, Publishers and Advertisers PDRF 2017 Madrid When Trust is compromised, advertisers act with their wallets INDUSTRY IMPACT Change in Spending with Ad Networks vs. Year Ago % Spending of Respondents Spendin g more 33% Spending less 14% Spending about the same 53% Of Those Spending Less, Was the Decision Influenced by a Desire to Advertise with Brand-Safe Sites? % Spending of Respondents Yes, this was one of many reasons 48% Yes, this was the primary reason 17% No, this was not part of the decision 35% Source: Brightroll (4/2017) 16
INDUSTRY TOOLS 17
Fake News, Real Consequences: Impact on Consumers, Publishers and Advertisers PDRF 2017 Madrid INDUSTRY TOOLS 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) Source: NY Times (7/9/2017) 18
What questions should advertisers/agencies be asking? 1. Is your blacklist inclusive? 2. What are the types of content you are not comfortable running next to? 3. What technology are you using to mitigate risk? 4. Are there publisher, channel or media format limitations preventing blocking? 19
Fake News, Real Consequences: Impact on Consumers, Publishers and Advertisers PDRF 2017 Madrid INDUSTRY TOOLS No single tool to measure brand safety But growth in the area is an indication of demand 20% of media decision makers rely on internal monitoring/management 20
Four Challenges to Overcome for a Comprehensive Brand Safety Solution Challenge #1 Brand safety can be highly subjective Challenge #2 A blacklist needs help for strategic brand safety Challenge #3 Fake news requires human identification Challenge #4 Transparency in brand safety performance 21
Rely on experts to identify fake news Open Brand Safety (OBS) Framework 22
Open Brand Safety (OBS) Challenge #3: Cut off funding to fake news and extremist content using tech + human review A measurement and analytics company improving brand advertising online A service for journalists that identifies videos likely to go viral and verifies their authenticity Top journalism institutions, fact checkers, and think tanks on the forefront of fake news identification 23
Prioritize brand safety measurement Moat s new metric: Potentially False Information 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 24
WHAT DOES IT MEAN? 25
Fake news isn t new Importance of credible context for advertisers NEED FOR BALANCE 26
Fake News, Real Consequences: Impact on Consumers, Publishers and Advertisers PDRF 2017 Madrid What does this all mean and how can we continue to fight for the integrity of our content and advertising environments? THOUGHTS 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. Source: Brightroll (4/2017) 27