Insights
Ads in Misinformation: An Ad Effectiveness Experiment
A Zefr x Magna case study
Research
Download the full report to learn more, including:
- Not all recall is good: 61% of participants recalled a brand that appeared next to misleading content, but not necessarily for the right reasons.
- A matter of respect: 47% of participants indicated that a brand’s integrity is compromised by adjacency to misinformation.
- Brand reputation suffers: The exact same ad was seen as less trustworthy when it appeared next to misinformation.
