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.

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