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> No well known advertiser wants their brand associated with something unpopular or toxic. That's pre-historic thinking. No reasonable long-term user of Social

by tomp 6y ago

> No well known advertiser wants their brand associated with something unpopular or toxic. That's pre-historic thinking. No reasonable long-term user of Social Media would think that a Frozen ad showing next to some BLM/white supremacist content means that Disney endorses violence/racism. It just means that you've liked Frozen (or similar things) before. The dinosaurs will die out. They'll be replaced by social-media-savy advertisers.

jasode 6y ago
>No reasonable long-term user of Social Media would think that a Frozen ad showing next to some BLM/white supremacist content means that Disney endorses violence/racism. It just means that you've liked Frozen (or similar things) before. It's not that simple. The other angle you're missing is that advocacy groups (as a proxy for some customers) pressure advertisers to stop funding entities they don't approve of. E.g. the "Stop Funding Hate" to pressure companies to stop advertising in conservative newspapers. Therefore, it's not enough if Disney itself doesn't approve of white supremacists. It's also not enough if Disney's customers also know that Disney doesn't approve of neo-Nazis. Instead, protesters would insist that Disney to take further measures of "not funding white supremacists" by not advertising (or allowing Google to show their ads) next to Nazi content. Thus "brand safety" isn't just about association. It's also about how customers connect the dots between the company and the funding of activities they disapprove of. [btw, I didn't downvote your comment.]
luckylion 6y ago
That may be true at some point in the future, but I believe we're quite far away from it. Most users on the internet are not savvy at all, and I don't see that changing. I had expected the younger generations to be "digital natives", but they're not. They know their apps and services, but it's not a generalized understanding to how things work or what's common. Imho the fact that adblocker-usage isn't approaching 100% is a powerful demonstration of it. Additionally, there's the subconscious effects. Even if they consciously understand that it's based on their ad profile, brand will likely still not advertise there. There may be some exceptions (Benetton comes to mind), but I don't think Disney ever wants their ads to be displayed in an article about Auschwitz.
- doubleunplussed 6y ago
  This is so weird to me. When I saw an ad for Toyota whilst watching Unsolved Mysteries in the nineties, I didn't think for a second that Toyota thought aliens were real or whatever. There has always been a complete disconnect between ads and content for me. In fact only recently has that shifted with e.g. podcasts and YouTube channels having sponsors that are explicitly worked into the content and are topical because that's a better way (or the only way for the case of podcasts) to do targeted advertising in these contexts. I imagine TV before I was born was a little more like this since you could't just buy generic ad space - you needed to deal with the producers of a show specifically to get into their ad slots - but for TV when I was growing up, ads were ads. They'd target your age group (ads for kids toys during breakfast cartoons), but it just never occurred to me that anyone would think it was an endorsement of anything. This is such a confusing concept to me. Do people really think like that? I know they do now, because it's a self-reinforcing concept. Yelling loudly that ads are an endorsement of content makes it true - since if you're an advertiser and you know that attitude is out there, and you still run an ad, that's now a conscious decision and everybody knows it. But it seems like this came about artificially, via activism, rather than people naturally making the link that ads imply endorsement.
  - foldr 6y ago
    No, they don't think like that. They just don't want advertisers to financially support extremist content.
  - luckylion 6y ago
    Maybe it's that TV itself is mostly bland and ad friendly, non-controversial for that very reason. Content that is obviously for entertainment purposes is cool to put ads on. TV had few channels and programs that weren't for the general population, so you wouldn't have The KKK Weekly or Cool Communism that advertisers would have to avoid. That's different on YouTube, where the content is much more heterogeneous, where you have super-optimized, ad-friendly influencers with millions of subs who take great care not to offend (and are therefore great to throw ads at) next to fringe political ideas and people with mental health issues presenting their world view. I believe funding is often considered as an endorsement, and ads are the primary source of funding for most media companies. Similarly, you'll often see disclaimers on Twitter "retweet != endorsement" because people tend to understand it as such. I believe that the bigger deal is subconscious association. I have no idea whether it's true, but putting McDonald's ads next to a documentary on factory farming seems unwise.
foldr 6y ago
>BLM/white supremacist content means that Disney endorses violence/racism Are you trolling with this comparison? In a thread about de-escalation it seems a bit unwise to casually tie BLM to violence and suggest that it's somehow comparable to white supremacist extremism. I get that you were trying to choose one example from each 'end' of the political spectrum, but I think this particular choice was badly misconceived.
- tomp 6y ago
  No. First, it’s not a comparison, just 2 examples. Second, I’m pretty sure that many on the opposing end of political spectrum (compared to you) might find it offensive in the other direction. But yea I did expect it to be badly received here on HN.
  - foldr 6y ago
    I think that white supremacists are off the end of the political spectrum, and that we shouldn't worry too much about what offends them. But the issue isn't just the comparison, it's the suggestion that BLM is inherently a violent movement (so that endorsing BLM would equate to endorsing violence). BLM is a broad movement. It's not only people on the left - and certainly not only people on the far left - who support it.
    - sukilot 6y ago
      No matter how much you detest them, how can the members of the ruling party, in a country that until very recently had their views enshrined in law, be off the end of the political spectrum?
      - foldr 6y ago
        I mean that white supremacists are outside the range of reasonable political debate.
    - Y_Y 6y ago
      I would really like to see less of this kind of content on hn.
secondcoming 6y ago
> No reasonable long-term user There are a lot of unreasonable people out there. There are also people who get a kick out of causing a scene. All it takes is one Buzzfeed (or whomever...) article about this exact situation to make other advertisers run to the hills. It's what YouTube's Adpocalypse was all about.

by tomp 6y ago

jasode 6y ago

>No reasonable long-term user of Social Media would think that a Frozen ad showing next to some BLM/white supremacist content means that Disney endorses violence/racism. It just means that you've liked Frozen (or similar things) before. It's not that simple. The other angle you're missing is that advocacy groups (as a proxy for some customers) pressure advertisers to stop funding entities they don't approve of. E.g. the "Stop Funding Hate" to pressure companies to stop advertising in conservative newspapers. Therefore, it's not enough if Disney itself doesn't approve of white supremacists. It's also not enough if Disney's customers also know that Disney doesn't approve of neo-Nazis. Instead, protesters would insist that Disney to take further measures of "not funding white supremacists" by not advertising (or allowing Google to show their ads) next to Nazi content. Thus "brand safety" isn't just about association. It's also about how customers connect the dots between the company and the funding of activities they disapprove of. [btw, I didn't downvote your comment.]

luckylion 6y ago

That may be true at some point in the future, but I believe we're quite far away from it. Most users on the internet are not savvy at all, and I don't see that changing. I had expected the younger generations to be "digital natives", but they're not. They know their apps and services, but it's not a generalized understanding to how things work or what's common. Imho the fact that adblocker-usage isn't approaching 100% is a powerful demonstration of it. Additionally, there's the subconscious effects. Even if they consciously understand that it's based on their ad profile, brand will likely still not advertise there. There may be some exceptions (Benetton comes to mind), but I don't think Disney ever wants their ads to be displayed in an article about Auschwitz.

doubleunplussed 6y ago
This is so weird to me. When I saw an ad for Toyota whilst watching Unsolved Mysteries in the nineties, I didn't think for a second that Toyota thought aliens were real or whatever. There has always been a complete disconnect between ads and content for me. In fact only recently has that shifted with e.g. podcasts and YouTube channels having sponsors that are explicitly worked into the content and are topical because that's a better way (or the only way for the case of podcasts) to do targeted advertising in these contexts. I imagine TV before I was born was a little more like this since you could't just buy generic ad space - you needed to deal with the producers of a show specifically to get into their ad slots - but for TV when I was growing up, ads were ads. They'd target your age group (ads for kids toys during breakfast cartoons), but it just never occurred to me that anyone would think it was an endorsement of anything. This is such a confusing concept to me. Do people really think like that? I know they do now, because it's a self-reinforcing concept. Yelling loudly that ads are an endorsement of content makes it true - since if you're an advertiser and you know that attitude is out there, and you still run an ad, that's now a conscious decision and everybody knows it. But it seems like this came about artificially, via activism, rather than people naturally making the link that ads imply endorsement.
- foldr 6y ago
  No, they don't think like that. They just don't want advertisers to financially support extremist content.
- luckylion 6y ago
  Maybe it's that TV itself is mostly bland and ad friendly, non-controversial for that very reason. Content that is obviously for entertainment purposes is cool to put ads on. TV had few channels and programs that weren't for the general population, so you wouldn't have The KKK Weekly or Cool Communism that advertisers would have to avoid. That's different on YouTube, where the content is much more heterogeneous, where you have super-optimized, ad-friendly influencers with millions of subs who take great care not to offend (and are therefore great to throw ads at) next to fringe political ideas and people with mental health issues presenting their world view. I believe funding is often considered as an endorsement, and ads are the primary source of funding for most media companies. Similarly, you'll often see disclaimers on Twitter "retweet != endorsement" because people tend to understand it as such. I believe that the bigger deal is subconscious association. I have no idea whether it's true, but putting McDonald's ads next to a documentary on factory farming seems unwise.

foldr 6y ago

>BLM/white supremacist content means that Disney endorses violence/racism Are you trolling with this comparison? In a thread about de-escalation it seems a bit unwise to casually tie BLM to violence and suggest that it's somehow comparable to white supremacist extremism. I get that you were trying to choose one example from each 'end' of the political spectrum, but I think this particular choice was badly misconceived.

tomp 6y ago
No. First, it’s not a comparison, just 2 examples. Second, I’m pretty sure that many on the opposing end of political spectrum (compared to you) might find it offensive in the other direction. But yea I did expect it to be badly received here on HN.
- foldr 6y ago
  I think that white supremacists are off the end of the political spectrum, and that we shouldn't worry too much about what offends them. But the issue isn't just the comparison, it's the suggestion that BLM is inherently a violent movement (so that endorsing BLM would equate to endorsing violence). BLM is a broad movement. It's not only people on the left - and certainly not only people on the far left - who support it.
  - sukilot 6y ago
    No matter how much you detest them, how can the members of the ruling party, in a country that until very recently had their views enshrined in law, be off the end of the political spectrum?
    - foldr 6y ago
      I mean that white supremacists are outside the range of reasonable political debate.
  - Y_Y 6y ago
    I would really like to see less of this kind of content on hn.

secondcoming 6y ago

> No reasonable long-term user There are a lot of unreasonable people out there. There are also people who get a kick out of causing a scene. All it takes is one Buzzfeed (or whomever...) article about this exact situation to make other advertisers run to the hills. It's what YouTube's Adpocalypse was all about.