Page 10 - AeM_June_2018

RESEARCH, ANALYSIS & TRENDS

Tomorrow’s News 2018 survey points out

challenges for platforms and advertisers

According to a survey published by Reuters Plus, Executives are also keen to burst their “filter bubbles”:
executives think platforms should do more to combat 76% say personalization narrows their views and 88%
fake news. Of the 1,587 global executives surveyed, want to see a balance of content they like and dislike.
87% think Google and Facebook should do more to While the findings of the survey may present
control fake news, while 81% believe that Google and challenges for platforms and advertisers, there are
Facebook should be held accountable for content. encouraging results for news publishers. 80% of the
executives surveyed agreed that “a news brand is a
The annual Tomorrow’s News survey, commissioned for mark of quality on a story” and an increasing number
the third time, revealed that three out of four executives believe that their news consumption will continue to
claim to have seen brands advertising alongside grow (66%, up from 50% in 2016), with 96% preferring
unsavory or objectionable stories or videos, and 77% factual and impartial news content. Executive are also
agree that advertising next to inappropriate content can more likely to turn to online news brands over social
damage the perception of a brand. Furthermore, brands media for “opinions from respected anchors, reporters
are held responsible for where adverts are placed: 62% or journalists” (80% v. 17%) and to “obtain in depth
agree that “brands have full control over where their analysis and opinion of a news story” (88% v. 12%).
advertising appears”.
Munira Ibrahim, Reuters SVP for Sales and Content
The research – conducted by Synergy Research and Solutions, said; “Advertising agencies and tech
Consulting – found out that executives are growing companies alike are having to pay more attention to
increasingly skeptical of social media as a source of good governance and integrity. Executives are looking
news: they are less trusting of news shared on social for factual and impartial content in a trusted
media (24% trust the source of news stories shared environment and the findings of this research highlight
compared to 28% last year), share less (38% actively the enduring importance of trusted brands in an era of
share news vs. 49% in 2017) and are concerned about fake news.”
fake news (85% say fake news has made them doubt
news stories shared on social media).

The full Tomorrow’s News 2018 survey findings can be found here. ◊

10 June 2018 - Mobile & Video Marketing