提供人们想要的广告体验（英）-26页_2mb

Delivering Ad Experiences People Want

Core Content

This document explores the current perception of online advertising and proposes an alternative ad value exchange model that prioritizes user control and privacy. It presents findings from research conducted with a general population sample of 1,005 participants, including both pre- and post-exposure surveys to evaluate the effectiveness of Brave Ads, a privacy-first ad platform integrated into the Brave browser.

Main Points

The Current Ad Value Exchange

• The traditional model of "Get Ads + Get Tracked = Get Free Content" is not well received by users.
• Most people do not love or trust the ads they are served.
• The majority of users feel overwhelmed by the number of ads and perceive them as intrusive.
• Privacy concerns are high, with 70% finding it creepy when ads target them based on previous searches.

What People Value

• Control over ad load is a top priority, with 79% of users finding it very or somewhat appealing.
• Privacy protection is also highly valued, with 77% of users preferring fully privacy-protected ads.
• Users are more open to ads that are well-integrated with content and ads that offer value in return for their attention.
• Ads presented at a convenient time are preferred by 72% of users, which is nearly as appealing as having no ads at all.

Ad Performance in Alternative Models

• Brave Ads, which are non-intrusive, privacy-respecting, and opt-in, showed better performance than traditional ads.
• Users in a controlled ad environment are more likely to:
  • Support brands they see ads from (60%).
  • Spend more time online (61%).
• The full funnel impact of Brave Ads includes:
  • Innovative Brand perception increased by 17%.
  • Research Intent increased by 30%.
  • Purchase Intent increased by 9%.

User Behavior in Brave Environment

• 81% of users would take at least one positive action if given more control over ad load.
• Ad interaction in the Brave environment was significantly higher, with 61–74% of users interacting with ads.
• Aided ad recall was higher for brands shown in Brave Ads compared to control groups.

Key Insights

• User sentiment is largely neutral or negative toward current online advertising practices.
• Privacy and control are critical factors in shaping user attitudes toward ads.
• Brave Ads demonstrate that alternative ad value exchanges can lead to improved brand outcomes and user engagement.
• Incentivizing users through rewarded ads (like BAT tokens) and providing a balanced ad experience can foster a more positive relationship between brands and consumers.

Methodology

• Pre-Exposure Survey: 6,432 Brave users were surveyed before being exposed to Brave Ads.
• Live Ad Exposure: Brave Ads were served to users, and their interaction and brand impact were measured.
• Post-Exposure Survey: 3,786 Brave users were surveyed after exposure to measure branding metrics and ad interaction.
• Ad Types Tested: Five verticals, including brands like American Express and Energizer, were tested to evaluate ad performance.

Conclusion

• The ad industry needs to evolve to meet user expectations for privacy and control.
• User-centric ad models, such as Brave's, can improve brand perception and user engagement.
• Brands should focus on innovation, transparency, and reciprocity in their advertising strategies to build trust and drive action.

About Brave and MIGNA

• Brave is a privacy-first browser and ad platform that offers a premium, opt-in ecosystem.
• MIGNA (MAGNA) is a global media investment and intelligence company that provides insights and solutions to help brands navigate the evolving ad landscape.