Presented by Department for International Trade
Fake News to Real Good: How Adland Can Fund Both
In 2019 advertisers spent a massive $600bn to reach consumers with their messaging, and this figure will only grow in 2020 thanks in part to the US Presidential Election, and the Tokyo Olympics.
With media spend accounting for 90 percent of a brand’s advertising budget – a lot of which has inadvertently funded fake news scandals, ad fraud and hate speech – shouldn’t marketers now move to act as conscious consumers, choiceful in how and where they place their media spend?
What if they could even spend those dollars in a way that is not just neutral, but actually adds positive impact in the world? This session presents tools and techniques that give advertisers more control to avoid supporting fake news and to deliver good - for their brands, for causes and for society.
Programming descriptions are generated by participants and do not necessarily reflect the opinions of SXSW.