Here’s a sneak peak at some cool, first-of-its kind data MediaPost will begin publishing soon. The data comes from something we’re calling the Advertising Sentiment Index, and it’s based on a daily poll of consumer sentiment of the role advertising plays in influencing their opinions about brands, including ads placed in specific media -- everything from traditional media like TV, newspapers, magazines and radio, to the next new thing. So why is this fodder for Social Graf? Because the only medium to show a significant downward trend is Facebook, and the timing of that trend happens to coincide with some potential consumer backlash to some unsavory disclosures by the social network, especially its so-called “mood manipulation” experiment.
“Facebook continues to suffer from negative press, such as its emotion-manipulating A/B testing and spurious engagements which undermine both the content and platform integrity itself,” says Chris Kahler, co-founder and CEO of Qriously, the opinion-based marketing platform that is powering the index for MediaPost.
Kahler speculates other factors could be at play in the pronounced drop-off of consumer perceptions of Facebook as an ad medium, including plain old wear-out.
“The amount of time users spend in the Facebook app vs total time is increasing,” Kahler explains, noting that many of those ads are “predominantly for app installs -- and of those, largely casual games).
“Users might be suffering some fatigue from the lack of diversity and/or relevance,” Kahler theorizes.
Whatever the reasons may actually be, we can tell you this, based on a nationally projectable sample of consumers polled via Qriously’ mobile-based survey system, Facebook is the only one trending downward in consumer sentiment as an ad medium.Stay tuned for regular coverage of the Advertising Sentiment Index across all major media.