[eMarketer] Social media most likely to experience brand risk incidents in 2021
Social media is most likely to experience brand risk incidents in the next 12 months—second only to programmatic advertising. This was cited by 56% of US digital media professionals in a recent survey published by eMarketer.
The respondents were asked by Integral Ad Science (IAS) to assess various types of digital media in October 2020.
Questions of media quality also weigh heavily on marketers as they think about how much to spend on social media advertising. In the same IAS study, 59% of respondents said concerns about insufficient transparency would affect their expenditures, and the majority said that Facebook would be where they’d most likely adjust spend due to insufficient transparency.
The advertiser unrest will be tempered by the fact that social media—Facebook in particular—is a hard habit to give up, due to the effectiveness of its ad products. But we still think that at least one major advertiser, and maybe more, will cut the cord.