Would you be more likely to buy from brands whose ads are relevant to the content you are consuming on YouTube?
Do you go to YouTube to improve your mood?
BRANDS
Would you prefer to buy from brands
committed to socially conscious causes?
Would you prefer to buy from brands who
are committed to making online environments more positive?
The goal of the survey was to understand how consumers feel about brands and the content on which they advertise on digital platforms. We believe that consumers care about brands that align with their values, as well as what content brands fund online across platforms like YouTube. We wanted to measure consumer preference and the connection between advertising and video content. 53% of the 1,000 surveyed consumers were women aged 18-65. Here are some of the questions we asked:
3%
only
of adults with cancer are enrolled in clinical trials4
15%
only
of patients are aware
of clinical trial options3
1/4
investigative sites will under-enroll2
1/10
investigative sites will fail to enroll a single patient2
SURVEY HIGHLIGHTS
We proved our hypothesis in the survey by seeing that consumers do care about the decisions brands make.
The Project
”
“
Brands are thinking about media investment in terms of their corporate social responsibility and are trying to reflect ethical, value-based decisions about what's positive and good for society.
Joshua Lowcock,
EVP, Chief Digital & Innovation Officer
UM Worldwide
The Conscious Project is an initiative designed to help create a better digital ecosystem by monetizing creator-made content that is contributing to positivity and progress. According to our research, 60% of consumers would feel more positive about a brand knowing they advertised in inclusive and diverse environments.
WE LAUNCHED SOME RESEARCH TO PROVE CONSCIOUS ADVERTISING MATTERS to consumers
At a glance
YOUTUBE
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4,500
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4,500
FEMALES
FEMALES
MALES
69
would prefer to buy from brands committed to socially conscious causes such as donating to charities, taking a stand on climate change, or ensuring their corporate culture supports inclusivity and diversity
%
of consumers
68
would prefer to buy from brands that are committed to making online environments more positive
%
of consumers
60
would prefer to buy from brands that are committed to making online environments diverse and inclusive
%
of consumers
of consumers
58
would stop watching a YouTube channel if they discovered the creator supported causes they don’t agree with
%
of consumers
54
would have a negative opinion of brands that run their ads on content made by creators whose social values they disagreed with
%
of consumers
60
would feel more positive about a brand knowing they advertised in inclusive and diverse environments
%
of consumers
73
would be more likely to buy from brands whose ads are relevant to the content they’re consuming on YouTube
%
of consumers
64
go to YouTube to improve their mood
%
of consumers
82
say that YouTube has content which suits whatever mood they’re in
%
of consumers
82
say that YouTube helps them learn about other lifestyles, cultures and points of view
%
of consumers
53
%
of survey are female
MALES
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1 milion
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8,000
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1 milion
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8,000
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At a glance
Consumers care where they see ads online
hours of new video are uploaded every minute, making brand safety crucial for brands
500
of media investment runs on content that is not suitable for the brand
28
we see
%
73%
of consumers would be more likely to buy from brands whose ads are relevant to the content they’re consuming on YouTube
69%
of consumers would prefer to buy from brands committed to socially conscious causes such as donating to charities or taking a stand on climate
+
+
+
+
+
+
+
+
+
47
%
of survey are male
47
%
of survey are male
53
%
of survey are female
FEMALES
MALES
47
%
of survey are male
+
+
+
+
INTRODUCING THE
PROJECT
Driving a better advertising ecosystem through more responsible blocking and inclusive targeting to reach
all communities
Click to interact
with the data
+
WE HAVE DISsECTED THE ISSUES SOME ADVERTISERS ARE FACING
BLOCK LISTS OVER-BLOCK
INCLUSION LISTS ARE NOT INCLUSIVE
PEOPLE ARE DIVERSE
REAL NEWS IS DEFUNDED
Industry standard advertising practices can unfairly penalize content creators within various groups, including the LGBTQ+, BIPOC and AAPI communities, as well as content relating to important aspects of the human experience, including social issues, mental health and wellness and identity.
Inclusion lists that are used to create creator ‘lineups’ on YouTube can be extremely helpful and high-performing for brands. But having inclusion lists that feature creators from all walks of life is important.
Often language is used as a proxy for premium content, with a brand restricting language to just English or local language + English. Most countries have residents that speak a multitude of languages, and in a recent study we ran in the UK, 81% of respondents stated they live in a bilingual home, with 18% saying English is not their first language.
Real news and quality journalism is often defunded or not monetized because it can be seen as too risky. We believe in funding real news, but also understand that news isn’t always suitable for every client.
THE CONSCIOUS PROJECT ETHOS
Channel Factory is a certified minority-owned business and pledges to invest in diverse & inclusive initiatives, ad practices, and fund other minority owned businesses.
We believe media can be a force for good, and that by shining a light on the positivity in the world with happy stories, human interactions, important issues, real journalism etc. we can start to heal. Channel Factory has a multi-faceted approach to spreading positivity: from reviewing our platform with a human lens into diversity & inclusion, to ensuring we are monetizing more positive content across the web, to investing in diverse voices.
As part of our initial effort to create an inclusive media approach, we conducted an audit of our platform in 39 different languages, using native language vetters and a committee of our trusted peers. The goal was to ensure that we were not inadvertently excluding words, phrases or languages that could leave out certain groups, and to make changes where appropriate.
ENSURE WE ARE NOT EXCLUDING
THE CONSCIOUS PROJECT PILLARS
Build inclusivity & representation
into our approach
We began to create more thoughtful and diverse targeting strategies made up of channels and conversations that highlight certain voices like LGBTQ+, Black creators, LatinX creators, etc to ensure that ALL voices are represented in each campaign we create, not just some.
Our commitment to The Conscious Project is our promised effort contributing to a more conscious world. This means shining a light on positive, deliberate content that moves the world forward. This might include content that makes people feel good, or content that highlights important issues and stories, like journalism and news.
FUND COUNSCIOUS CONTENT
WHAT'S NEXT?
Channel Factory is creating tech and human vetting solutions to ensure our processes are unbiased and inclusive, and offering opportunities for brands to leverage our diverse targeting capabilities
WHAT'S NEXT FOR ADVERTISERS?
Channel Factory is asking the media industry to adopt The Conscious Project, by taking the Conscious Advertising pledge, and implementing changes to lead to a more positive and inclusive content ecosystem. Support brands and agencies by offering to review their blocklists and inclusion lists for free
1. Review block lists to ensure they are not inherently biased
2. Support inclusive targeting strategies reaching Black, LGBTQ+, API,
Hispanic creators and communities
3. Create a diverse Conscious Board consisting of brands, agencies,
nonprofits to help tackle key issues
INTERACT WITH THE INFOGRAPH FOR A CLOSER LOOK AT OUR CONSUMER SENTIMENT RESEARCH
