Consumer Research

Brand Safety in EMEA & LATAM: On Which Platforms Are Users Willing to Encounter Ads?

We all know that reputation is everything for brands and that can cause many challenges in the mobile advertising ecosystem. In-app became the most reachable space but it can also be hard to keep track of content-wise. Brands are looking for safe environments to serve ads where their content won’t be placed next to inappropriate content that could harm their image.

While inappropriate content can diminish the reputation of a brand, it’s also significant to consider how it can affect perceptions and purchase behavior. In order to clarify users’ ad preferences, Digital Turbine decided to take a deep dive into brand safety.

The Digital Turbine Brand Safety Survey 2021 was distributed in EMEA and LATAM regions where participants’ ages ranged from 18 to 75. Scroll down to see the infographics and don’t forget to click them for the full-size images!

Highlights from EMEA:
  • Mobile users prefer to encounter ads first on Facebook (25%), second in mobile games (22%), and then on Google (20%).
  • Consumers are more likely to purchase products/services they see advertised on Google (34%), Facebook (30%), and mobile games (29%).
  • The majority of consumers encounter hateful, inappropriate, or offensive content on Facebook (49%) and YouTube (31%). An ad appearing alongside offensive content impacts the way consumers view the advertiser negatively with 60%.
  • TikTok, mobile games, and Snapchat have the lowest incidence of “fake news,” just 11%, 7%, and 6% respectively, compared to a whopping 49% on Facebook, 30% on YouTube, and 26% on Google.
  • Most respondents (43%) say seeing an ad alongside Coronavirus content has no impact on their perception of the advertiser.
Highlights from LATAM:
  • Mobile users prefer to encounter ads first on Facebook (25%), second in Google (21%), and then on mobile games (18%).
  • Consumers are more likely to purchase products/services they see advertised on Facebook (34%), Google (30%), and YouTube (29%).
  • The majority of consumers encounter hateful, inappropriate, or offensive content on Facebook (56%) and YouTube (38%). An ad appearing alongside offensive content impacts the way consumers view the advertiser negatively with 62%.
  • TikTok, mobile games, and Snapchat have the lowest incidence of “fake news,” just 22%, 10%, and 5% respectively, compared to a whopping 67% on Facebook, 45% on YouTube, and 32% on Instagram.
  • Most respondents (45%) say seeing an ad alongside Coronavirus content has no impact on their perception of the advertiser.

About the Brand Safety Survey

The Digital Turbine Brand Safety Survey asked consumers in EMEA & LATAM regions. Questions were 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. The sample size was EMEA 260 for EMEA and 210 for LATAM.

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