Advertisers ‘find user-generated content off-putting’
New research has revealed that internet advertisers are put off advertising on sites with user-generated content.
New research has revealed that the majority of internet advertisers are put off by a site’s user-generated content.
A survey carried out by social media company Reality Digital showed that 90 per cent of advertisers said they believe user-generated content would experience significant growth in the online advertising sector.
But only three-quarters of those claimed they do not moderate user-uploaded content such as the likes of YouTube.
Speaking to U Talk Marketing, Rob Proctor, Reality Digital’s head of Europe, the Middle East and Africa, said advertisers need to catch on to user-generated content because the volume of such audiences is continuing to increase.
He said: “Under British law, something has to be fit for purpose if you wish to sell it.”
But he added: “Most agencies operate a blanket ban on user-generated content because it can be changed from one day to the next.”
Meanwhile, in a bid to attract advertisers to its site, user-generated content giant YouTube recently signed contracts with a number of Hollywood film companies enabling it stream feature-length movies.
The idea is that by expanding away from purely user-uploaded content, advertisers will be attracted to the site and provide ads throughout the course of the film.
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