Sponsored Advertising on Twitter and Facebook May Damage Brand Perception
A new survey from MediaBrix found that promoted tweets, sponsored Facebook stories, and other forms of social and mobile advertising may actually damage consumers’ trust and perception of brands. Among the findings was that 62 percent of consumers who had seen promoted tweets on Twitter in the past 12 months said they had a negative or neutral effect on their perception of the brand being advertised. This figure was 72 percent regarding Facebook sponsored stories, and 85 percent for sponsored video ads. MediaBrix also found that 45 percent of consumers who had seen promoted tweets in the past 12 months found them misleading; 57 percent said the same of Facebook sponsored stories, and 86 percent said the same of sponsored video ads. These findings emphasize the importance of authenticity, according to the CEO of MediaBrix. (Marketwire)
