Scout: New Research on Misinformation, Twitter’s Lost Ad Dollars, and More in This Week’s Digest of Top Digital Marketing Content

Welcome to Scout! Each week, our team tracks down the best digital marketing articles, POVs, and reports—so you don't have to. Here’s what to read from the week of 11/11/22 - 11/17/22 to stay ahead of the curve: 

Please note: our Scouts will be off duty next week for Thanksgiving. Check back on 12/1 for the next edition! 

Misinformation is Thriving—and What Brands Should Do About It [:02] 

In the wake of Elon Musk’s Twitter takeover—and the subsequent blue checkmark debacle in which several brands were impersonated on Twitter—online misinformation is top of mind for digital advertisers. New research, outlined here, shows how consumers feel about mis- and disinformation, and how they think brands should address it. 

Where exactly are Twitter’s lost ad dollars going? [:04] 

As advertisers pull money out of Twitter due to aforementioned brand safety concerns, where exactly are those dollars going? While some marketers are reallocating spend to social platforms like Snapchat and TikTok, others are saving them for a rainy day (we are in an economic downturn, after all). What’s certain? Media organizations are making their plays for advertisers’ newly available cash. 

The Importance of Trust in Financial Services Marketing [:05] 

In a world filled with all those misinformation fears, it makes sense that consumer trust plays (or should play) a fundamental role in financial services advertising. From optimizing data infrastructures to ensuring ethical targeting strategies, here’s how finserv brands can earn that critical consumer trust. 

As Global Emissions Keep Rising, Advertisers Grapple With the Industry's Role at UN Climate Talks [:03] 

Plenty of marketers have worked with their company and/or client on campaigns focused on climate change, but what about the impact of the ads themselves? Between greenwashing, funding climate misinformation, and the media creation process itself, advertising-related emissions have reportedly increased by 11% since 2019—leading some agency leaders to call this moment a “wake-up call.” 

Streaming stats, year-end edition [:01] 

With this quarter’s earnings season having come to a close, Marketing Brew has conveniently laid out how the major subscription streaming players stacked up to one another. Bonus: If all these streaming stats have got you wondering what the future might hold for CTV advertising, don’t miss eMarketer’s updated forecast (or our dynamic new guide). 

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