The big publicity story this past summer was the Facebook boycott . Convened by associations fighting for civil rights in the United States, the boycott protested against what they considered little action by Facebook in the face of the circulation of hateful messages on the platform. Many large companies eventually joined the campaign and the boycott was positioned as yet another reputational problem for the giant.Facebook has been the most recent and therefore the most remembered by marketers, but it is far from being the only boycott that has been organized in advertising terms. A few years ago, and globally, the one who starred in YouTube was very important after a journalistic investigation showed that the ads appeared without any type of control in extremist videos.
The algorithm cared little about the content, it simply cared about the viewer. This created a serious problem for the company, which had to change things so that it did not happen again (or so it promised).Advertising boycotts don’t just affect big names and they don’t just have that global scope that these two movements had. You just have to think about what happened with two Telecinco programs to understand it: online pressure led advertisers to eliminate their advertising a few years ago from La Noria and more recently from Big Brother and led to both programs disappearing from the grid. .The advertising boycott has become a protest tool and one that consumers use to gauge the true nature in terms of brand engagement.
Consumers ask that they stop advertising linked to certain content or on certain platforms when Oman Email List they believe that certain red lines are crossed that should not be crossed. The latest boycott of Telecinco, for example, started when an article in the press spoke about how the Big Brother production company had handled a case of sexual abuse.The growing concern of consumers about the commitment of companies and the fact that they expect it to be real and not just a promise to the wind to look good has led them to take a closer look at what companies do. They pay more attention to the decisions they make and the movements they make and are much more critical of their brand actions. In this context, calls for an advertising boycott will become more common and will become a more important element in the decisions that companies make at the advertising level.
To this must be added the greater concern of marketers for brand safety, something that is already linked to the YouTube scandal of a few years ago. This concern has been growing and, in that context, more attention will also be paid to where things are advertised.More boycotts this year’s pointed out from marketer, brand security has been one of the great topics of debate in the industry. Marketers were more concerned than ever about the effects of misinformation and information manipulation, as well as the growing presence of this content on social media.The issue was at the epicenter of the agenda and 2021 will be a year in which it will mark not only what is talked about or what is analyzed, but also where the money is put.
A study carried out in the US at the end of last year already indicates that 56% of marketers believe that programmatic advertising is the most vulnerable to brand security risks, while 55% believe that social media is.In marketer estimates, it is noted that they expect cuts or even all investment in social media platforms to be eliminated this year due to both brand safety concerns and ethical concerns. That is, brands are going to make more decisions to abandon advertising channels for the same reasons that have led them to carry out advertising boycotts.The companies that will do so will be big names (eMarketer would not be surprised if Procter & Gamble made a social media blackout, for example, and although Unilever has announced that it is returning to Facebook, they also believe that it is not so safe).