Advertising is a lesson that brands and companies have had to learn, but something that also the people responsible for the content in the media have had to be increasingly aware of. For brands and companies, the content has an impact on how the brand looks and how it is perceived, as the latest scandals on Internet advertising have shown.
That your ads appear in a negative space and that the consumer feels that they are supporting media that foment negative values or questionable behaviors can become a drag. It can cause the identity of the brand to suffer and the perception of it suffer.
But the truth is that the location of the ads and the medium and the contents that accompany them are not only important in terms of negative impact, but also in the opposite way.
That is, the content can make the ads look better and connect better with the audience. Choosing a medium with a certain reputation and content of a certain nature can have a positive impact on how consumers receive advertisements. So to speak, quality and good reputation also sticks.
The weight of space against the tyranny of the last click
That is what has just concluded a study prepared by the BBC and that has had a global scope. High quality content helps advertisers get better results. The study, as explained in Warc, is a response to the importance of the last click, which the media industry considers a “silly metric” that favors online giants (Facebook and Google).
This type of metrics, they add, are not fair when it comes to measuring the impact that premium media has on how ads are perceived and how campaigns impact. On the other hand, they are not the only ones who complain about the tyranny of the last click.
But what exactly does the BBC study say? The analysis focused on how consumers responded to about 200 campaigns from various industries, based on various data on their effectiveness, brand recall, consideration and recommendation. Their conclusions are that the content helps to improve what happens with the brand, although one and the other are different things.
“You can not say trust me to a brand and expect it to invest”, explains a company manager, adding that “those days are over”. Now they have to make sure that they are trusted means and demonstrate their quality.
Sensationalism and Clickbait
Many digital media in their goal of increasing their audiences and web traffic, have resorted to techniques increasingly detested and penalized. The sensationalism or the headlines as a Clickbait to generate more attention have begun to become a damaging factor for the reputation of these media, and directly related to the perception that visitors have of their ads and advertisers.
Through this type of strategies to increase the traffic of the media that adopt them. However, they tend to be the main indicator of the low relevance and quality of their audiences, with high rates of abandonment and fidelity on the part of their visitors. Coincidentally, these are usually the most abusive means of advertising, always showing their ads an abusive and intrusive way generating a generalized rejection.
The power of the halo effect
This is not the only study that has analyzed how the quality of the content and the media impacts the advertisements. A few months ago, Conquest and Inskin Media already demonstrated using neuroscience that quality means made ads appear in a different way. It was what they called the ‘halo effect’. The values of the medium and the perception that the reader had of it were transferred to the advertisement itself and to the brand that starred it.