US corporations advertise on hookup sites—unwittingly

phys.org | 3/22/2019 | Staff
j.moomin (Posted by) Level 3
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Ads for major US corporations like General Electric and home improvement retail chain Lowe's are appearing, often without their knowledge, on internet hookup sites, underscoring advertisers' difficulty in controlling their digital communications.

The chaste advertisements from corporate America appear alongside highly explicit user exchanges as well as ads for lingerie or online hotel room booking services like HotelTonight, which was recently purchased by Airbnb.

Apps - Bumble - Grindr - Users - Sex

They can be found on apps like Bumble and Grindr which allow users to pursue dating and casual sex but operate under terms and conditions similar to those of other tech giants.

Companies may wish to avoid associating their products with casual sex—or they may simply believe the context is mismatched with promoting products like aircraft engines and gas turbines, according to marketing experts.

Work - American - Bankers - Association - Advertising

This does not always work, as the American Bankers Association discovered when its advertising appeared on Gayromeo even though the lobbying organization said it wanted to limit the campaign to platforms with financial and technological content.

"We did not intend for our ads to appear on any site or app outside of that scope and we have taken steps to prevent a recurrence," a spokesperson said.

ABA - Twitter - Audience - Platform - Advertisers

ABA had used the Twitter Audience Platform, which allows advertisers to push ads that have already appeared on that social network to thousands of approved apps.

Advertisers must deactivate this function or block certain apps to limit their exposure but it remained unclear whether ABA had understood this.

Twitter - AFP - Ways - Clients - Advertising

Twitter told AFP it offered ways for clients to choose where their advertising appeared.

"It is critical for marketers to advertise against content that is right for their brands and we...
(Excerpt) Read more at: phys.org
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