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Fake news, ethics and
professionalism
Sarah Hall - @hallmeister
CIPR President-Elect
Clare Lee - @therainhasgone
Account D...
Introductions – Sarah Hall
Agency owner, CIPR President-Elect 2017 and
Chartered public relations practitioner
Editor of t...
Introductions – Clare Lee
Vast experience of project managing media
planning and buying campaigns for large scale
organisa...
Tonight’s agenda
• Brand guardians vs ad misplacement
• What’s it to me?
• Brand safety – how digital advertising now work...
Ad misplacement
Ad misplacement nothing new
Meet Maria – missing child in Greece,
introduced to me by a 30 second Schwartz...
Ad misplacement
Brand safety discussion reignited
following large scale YouTube and
Google issue where adverts were placed...
What’s it to me?
If you’re using the PESO model, you need to be aware of this; most
campaigns now have a paid element
Pote...
Digital advertising brand safety
• Behavioural, contextual and programmatic advertising
• How to avoid brand risk/damage a...
Three cornerstones of accountability
• Ad click fraud - Kickback/rebates fraudulent impressions delivered from
deliberate ...
Digital Advertising brand safety
Digital Advertising brand safety
Media owners and ethics
YouTube channels must now reach 10,000 views before ads can be
shown on their videos. Once that th...
Media owners and ethics
Rocket Fuel:
• Network level and campaign specific blacklist filters that are updated
daily (up to...
Fake news
Content and ad placement ever more
challenging in the context of fake news
Growing phenomena due to technology
a...
Reputational issues
Brands need to be risk aware and embed
it into their crisis planning
Brand purpose needs to be revisit...
Rebuilding trust
The 2017 Edelman Trust Barometer reveals largest ever drop in trust
across the institutions of government...
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Fake news, ethics and professionalism in PR

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A look at the implications of brand misplacement with particular reference to digital advertising and the role of the PR practitioner as reputation guardian and in mitigating risk

Published in: Marketing
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Fake news, ethics and professionalism in PR

  1. 1. Fake news, ethics and professionalism Sarah Hall - @hallmeister CIPR President-Elect Clare Lee - @therainhasgone Account Director, SD Advertising
  2. 2. Introductions – Sarah Hall Agency owner, CIPR President-Elect 2017 and Chartered public relations practitioner Editor of the industry-wide, global community project #FuturePRoof aimed at asserting PR's value as a management discipline and the role it plays in achieving organisational success Awarded the Sir Stephen Tallent’s medal 2014 by the CIPR for exceptional achievement in PR practice Digital marketing certificate from Google, MA in Marketing from Northumbria University’s Newcastle Business School and BA (Hons) in French and Media from Leeds University
  3. 3. Introductions – Clare Lee Vast experience of project managing media planning and buying campaigns for large scale organisations Strategic and tactical thinker, skilled in constructively challenging ideas and suggesting new, innovative communication strategies that deliver real results Media planning & buying specialist Campaigns for NHS North East, The Alnwick Gardens, Alnwick Castle, English Heritage, Tyne & Wear Metro, Nexus, Newcastle Theatre Royal, Baltic, Sage Gateshead, Durham Council and Go North East
  4. 4. Tonight’s agenda • Brand guardians vs ad misplacement • What’s it to me? • Brand safety – how digital advertising now works • Ethics and media owners • Fake news • Reputational issues • Brand purpose • Rebuilding trust • Any questions
  5. 5. Ad misplacement Ad misplacement nothing new Meet Maria – missing child in Greece, introduced to me by a 30 second Schwartz tea time ad in 2013 Ad was placed using blind networking based on behavioural and contextual targeting Image taken from Daily Mail The risk attached to pre-roll video before news items depending on story is now reduced but display ads still regularly appear next to distressing editorial content and TV ads appear in programmes showing violence, drugs, racial hatred etc Much greater sensitivity to this online than in the paper / on the television
  6. 6. Ad misplacement Brand safety discussion reignited following large scale YouTube and Google issue where adverts were placed next to contentious political and religious content Advertising pulled by major players including the BBC, Marks & Spencer, Lloyds, L’Oreal and HBSC until new checks in place Google response: changes to controls; investment into advertising policy enforcement; proactive monitoring of content to check whether appropriate BUT 400 hours of video content uploaded per hour - major challenge
  7. 7. What’s it to me? If you’re using the PESO model, you need to be aware of this; most campaigns now have a paid element Potential reputational problem to be factored into issues planning Implications for the wider industry
  8. 8. Digital advertising brand safety • Behavioural, contextual and programmatic advertising • How to avoid brand risk/damage as a media agency/client • Transparency - on where budget is being spent, performance, rationale for media spend
  9. 9. Three cornerstones of accountability • Ad click fraud - Kickback/rebates fraudulent impressions delivered from deliberate activity that prevents the proper delivery of the ads to the right people at the right time in the right place • Brand risk/safety – Impressions that are flagged on pages that pose levels of harm to brand image/reputation through association (adult/alcohol/hate speech/illegal downloads/drugs/offensive language/violence and controversial content) • Viewability / transparency – Media Rating Council (MRC) a display impression is viewable if at least 50% of the pixels are on screen for at least one second. A video ad impression is if 50% of pixels are on screen for at least two seconds
  10. 10. Digital Advertising brand safety
  11. 11. Digital Advertising brand safety
  12. 12. Media owners and ethics YouTube channels must now reach 10,000 views before ads can be shown on their videos. Once that threshold is reached, channels will undergo reviews for acceptance into the YouTube Partner Program Also as part of the brand safety improvements, default settings will change to automatically exclude ads from showing on potentially objectionable content/key words Trinity Mirror removes all ads from site after major terrorist attacks and against key red flag words Rocket Fuel has a dedicated brand safety team with full-time compliance officers, and incorporates several layers to ensure all campaigns run in brand safe environments
  13. 13. Media owners and ethics Rocket Fuel: • Network level and campaign specific blacklist filters that are updated daily (up to 30,000+ sites). Bid requests from these blocked sites are rejected in real-time • Integration with Peer39 & IAS to score hundreds of thousands of domains based on contextually unsafe keywords and images • Proprietary technology built directly into Rocket Fuel's platform to identify potential low quality clicks, flagging and blocking bots, and other suspicious user activity • Rocket Fuel is one of 29 companies to be certified under the IAB’s updated quality assurance guidelines, aimed at ensuring brand safety and combatting piracy • Immediately rejects approx 1/3 of all bid requests
  14. 14. Fake news Content and ad placement ever more challenging in the context of fake news Growing phenomena due to technology and perception confirmation bias But fake news actually as old as time Today two main motivations: - Profit gain - Propaganda; to influence public opinion or an election result
  15. 15. Reputational issues Brands need to be risk aware and embed it into their crisis planning Brand purpose needs to be revisited; values need to form basis of all marketing activity – see @stopfundinghate campaign Brands need a role in society outside of profit generation to maintain legitimacy Follow best practice: Internet Advertising Bureau display ad guides to enhance the creative approach, speed sign off and enhance brand trust
  16. 16. Rebuilding trust The 2017 Edelman Trust Barometer reveals largest ever drop in trust across the institutions of government, business, media and NGOs, with trust in media at an all time low in 17 countries Not in the interest of news sites nor brands to propagate lies Brands MUST work with Google, Facebook and others to find solutions, maintain momentum Question is less about PR and advertising but more about highly contentious content and how to prevent this being posted online Consumer education piece critical; how to identify fake news (what role can brands play in this?) and how the advertising process works to mitigate reputational risk (role for media / gov?)

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