Mobile games are better for brand safety than social media apps

It’s been a few years since brand safety became a thing.  YouTube was the original catalyst as advertisers realised that their ads on were showing up next to offensive content.  As a result, some advertisers turned away and sought out safer inventory for their ads.  Two years on, this study from AdColony looks at how consumers encounter ads and what they think.  Mobile games win.

  • Mobile users prefer to encounter ads in mobile games (16%) over social media platforms like YouTube (15%), Snapchat (8%), and Instagram (7%). They do still expect and prefer to see ads on Facebook (36%) and Google (185), though.
  • After seeing an ad in mobile games, 1 in 4 purchase advertised products or services. Despite Instagram’s recent moves to become more of a platform for e-commerce advertising, less than 1 in 8 consumers purchase after seeing an ad there.
  • Facebook (60%) and YouTube (31%) are still the top places where consumers are seeing non-brand-safe content, more than the 18% that view it in mobile games. Nearly half (49%) of those surveyed say this “negatively impacts my perception of the advertiser” to see ads in proximity to this type of content.
  • Mobile games have the lowest incidence of “fake news,” just 8% compared to a whopping 49% on Facebook, 25% on YouTube and 20% on Google.

It is still essential for companies to invest in brand-safe environments, like mobile gaming, where they can feel comfortable knowing their message is going out to the right audience and the reputation they’ve fought so hard to obtain is not being tarnished – or completely destroyed – by something out of their control.

AdColony report author