Consumers in Singapore less trusting of ads on social media because of fake news

47% are very unlikely to purchase a product advertised on social feeds that is next to unsafe content

99% of Singapore consumers have at least one social media account in use and close to nine in 10 (89%) consumers have engaged with an ad on social media in the past year, according to a study by Integral Ad Science.

The study also found that 29% had purchased a product or service advertised.

However, the increase of fake news has seen consumers become less trusting of ads on social media and 64% are more aware of inappropriate ads on social platforms.

In addition, 99% of online consumers hold social media platforms, brands and advertisers responsible for ads appearing next to unsafe content.

Brands will be keen to note that 29% of online consumers will have an unfavorable view of a brand whose ad appears next to content that does not align with the brand’s image.

Crucially, 47% are very unlikely to purchase a product advertised on social feeds that is next to unsafe content.

Instead, 60% of social media consumers will feel favorable toward brands whose in-feed social ads appear next to content aligned with a brand’s image. 54% of consumers say they are likely to purchase if they find the ad has contextual relevance.

“Social media has become a mainstream platform for advertisers to engage with online consumers. This report shows that nearly nine out of 10 online Singaporeans have engaged with an ad on social media in the past year and that six out of 10 feel favorable toward brands with contextually relevant messaging,” said Laura Quigley, senior vice-president for Asia Pacific at IAS.

“Social media consumers are discerning about ad adjacencies, and brands must make sure that their ads are contextually relevant. While 67% of consumers hold social media platforms responsible for ads appearing near unsafe content, it is equally important that brands take the onus and direct their agency partners to help them align with what’s relevant and avoid unsuitable content. A key aspect of this is working with a trusted media quality partner.”