IAS-涟漪效应：消费者对内容质量的看法（英文）-2020.1-24页_2mb

The Ripple Effect Summary

Core Content

The Ripple Effect study, conducted by IAS in August and September 2019 across multiple markets, explores how consumer perceptions of content quality and ad relevance influence brand engagement and trust. The findings highlight the importance of placing ads in environments that align with brand values and consumer expectations.

Main Objectives

• To understand how consumers perceive the quality of content and ad relevance.
• To assess the impact of content quality on brand perception and consumer behavior.
• To identify the responsibility of marketers in ensuring brand safety.

Key Findings

Content Quality Matters

• 83% of U.S. consumers consider it important where a digital ad is placed.
• 83% of U.S. consumers believe it is important for ads to be placed next to high quality content.
• 80% of U.S. consumers cite the importance of ad relevance.

High Quality Content Drives Engagement

• Ads on high quality sites are perceived to be 74% more likeable.
• Engagement is 20% higher on high quality sites.
• Campaigns on high quality sites benefit from 30% greater memorability.

Indonesia's Unique Position

• Indonesia has the highest percentage of consumers likely to engage with ads in a high quality environment.
• 62% of U.S. consumers say they will stop using a brand if its ads are near low quality content.
• Across eight markets, Indonesia shows the most decisive consumer behavior regarding brand safety.

Negative Impact of Low Quality Content

• 81% of U.S. consumers find it annoying when a brand appears next to low quality content.
• 52% of U.S. consumers would feel less favorable toward a brand whose ads are near low quality content.
• Consumers may cease using a brand's products if ads are found near unsafe content.

Accountability of Brands

• 63% of U.S. consumers hold brands accountable for the content surrounding their ads.
• Only 37% of U.S. brands and marketers feel responsible for brand safety.

Recommendations

• Choose placements carefully to align with consumer expectations and brand values.
• Ensure ad relevance and content quality go hand in hand for better engagement.
• Take control of brand safety by setting appropriate thresholds based on audience preferences.
• Be aware of consumer perceptions and act responsibly to maintain trust and brand reputation.

Conclusion

The Ripple Effect underscores that content quality and ad relevance are crucial for maintaining consumer engagement and trust. Marketers must take greater responsibility for brand safety, as consumers are increasingly holding brands accountable for the environments in which their ads appear. By aligning with high quality content and personal relevance, brands can enhance their effectiveness and consumer relationships.