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Brand Safety Across LATAM

Posted Nov 16, 2020

Whether it’s monitoring a brand’s presence or re-evaluating platforms to advertise in, brands are becoming more proactive when it comes to protecting their image. No matter where users are online, user-generated content is a huge part of everyone’s mobile experience. With unverified content everywhere online, brand safety is becoming even more difficult to maintain and is something all companies should keep in mind.

Where do users prefer to encounter ads? How can inappropriate content affect user behavior and perceptions? Which environments are safe to invest in? AdColony conducted a survey across the globe to get answers to these hot-button questions and the results from Latin America are in!

The AdColony Brand Safety Survey 2020 was distributed in LATAM. Ages ranged from 16 to 75, participants were typically over 35 years old and skewed slightly female. Scroll down to see the infographic and don’t forget to click it for the full size!

Some highlights from the findings:

  • Mobile users prefer to encounter ads first on Facebook (30%), secondly on Google (21%), and then in Mobile Games (19%).
  • Facebook (54%) and YouTube (34%) are still the top places where consumers are seeing non-brand-safe content, more than the 5% that view it in mobile games. More than half (53%) of those surveyed say this “negatively impacts my perception of the advertiser” to see ads in proximity to this type of content.
  • Mobile games and Snapchat have the lowest incidence of “fake news,” just 10% and 4% respectively, compared to a whopping 65% on Facebook, 43% on YouTube, and 29% on Instagram.
  • More than half (53%) of the respondents say seeing an ad alongside Coronavirus content impacts their perception positively towards the advertiser. 
Brand Safety 2020 Latam

Download the complete Brand Safety Survey 2020 with insights from 15 countries! 

About the AdColony Brand Safety Survey
The AdColony Brand Safety Survey asked global consumers questions about their ad preferences and what they observe on various platforms, from Google and mobile games to social platforms such as Facebook and YouTube. The survey reveals what consumers see and feel about offensive content and fake news and uncovers key insights about the state of brand safety across platforms.

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