【IAS】2023多样性和包容性：将包容性置于数字营销未来的中心研究报告

Consumer Study Summary: Diversity and Inclusion in Digital Marketing

Core Content Overview

This consumer study, conducted by Integral Ad Science (IAS) in the United States in March 2023, explores the importance of diversity and inclusion (D&I) in digital advertising and how inclusive messaging affects consumer attitudes, receptivity, and purchase behavior. The survey included 1,003 U.S. online users and highlights the growing consumer awareness and expectations regarding D&I efforts in the advertising industry.

Main Findings

Consumer Attitudes Toward D&I

• 74% of consumers consider diversity and inclusion to be important.
• A majority of consumers agree that diversity is important to the future of the U.S.
• 66% believe it's important for brands to promote D&I.
• 62% believe brands should be engaged in the social conversation around D&I issues.
• 67% believe brands have a responsibility to reflect our modern culture.

Consumer Behavior and D&I

• 45% of consumers have changed their shopping or purchase habits to support D&I efforts.
• 55% of consumers agree that brands only use diversity in advertising to increase profits.
• 50% of consumers would be likely to switch from a brand that demonstrates poor D&I values.
• 45% of consumers would be unlikely to purchase a product/service from a brand that doesn't take D&I seriously.
• 82% of consumers think brands should make a concerted effort to place ads around content that promotes diversity.
• 56% of consumers would be likely to engage with and purchase from an ad that appears alongside content promoting D&I.
• 36%, 30%, and 28% of consumers would feel less favorable, be unlikely to purchase, or be unlikely to engage with an ad that appears next to content opposing D&I efforts.

Actions Consumers Expect from Brands

Consumers expect brands to take tangible actions to support D&I, including:

• Providing a consistent level of customer service for all groups.
• Developing accessible products.
• Featuring diverse representation in advertisements.
• Having hiring practices that maintain a multifaceted employee base.
• Ensuring advertisements and content are accessible to those with disabilities.
• Hiring diverse leaders/spokespeople.

Responsibility for Content Adjacency

• 55% of consumers hold advertisers most responsible for the type of content ads appear next to.
• 45% of consumers believe advertisers approve of the content near their ads.
• Publishers also have a role in ensuring that content surrounding ads is appropriate and inclusive.

Key Takeaways

1. Consumers Care About D&I

• 83% of consumers consider D&I to be important to them.
• 61% believe their individual actions have a significant impact in helping support D&I efforts.
• 46% have changed their shopping habits to support D&I efforts.

2. Brands Should Advocate for D&I

• 66% of consumers believe it's important for brands to promote D&I.
• 52% expect the entertainment industry to lead in advocating for D&I.
• 45% of consumers would be likely to switch or boycott brands with poor D&I values.

3. Inclusive Media Placements Matter

• 82% of consumers think brands should make an effort to place ads around content that promotes diversity.
• 55% of consumers hold advertisers most responsible for the content ads appear near.
• 67% of consumers believe brands should reflect modern culture in their advertising.

4. Content Opposing D&I Affects Brand Perception and Ad Performance

• 56% of consumers would be likely to purchase from an ad placed alongside D&I-promoting content.
• 36%, 30%, and 28% of consumers would feel less favorable, be unlikely to purchase, or be unlikely to engage with an ad placed next to content opposing D&I efforts.

How IAS Can Help

IAS offers Context Control Avoidance solutions to help brands avoid negative or inappropriate content surrounding their ads. This includes:

• Standard control for content types like adult content, illegal downloads, hate speech, etc.
• Topical Segments aligned with current market trends and issues, such as discrimination avoidance.
• GARM Segments based on the Global Alliance for Responsible Media (GARM) framework, including incitement of hatred and sensitive social issues.
• Brand-specific Segments tailored to the brand's values, such as avoiding negative sentiment related to the brand name.

IAS also provides:

• Natural language processing to avoid inadvertent blocking of important content, such as LGBTQ+ articles.
• Precise classification of content at scale using sentiment and emotion detection.
• 90+ specific emotions for accurate contextual classification.
• 150+ industry vertical and topical segments available.
• Comprehensive protection from dynamic, real-time page-level scoring.
• Support in 45+ languages and across 50+ countries.

Case Study: A "Top 40 Brand"

• 1,634 URLs were blocked from January to June 2022 containing LGBTQ+ keywords at the URL level.
• 94% of these URLs were categorized as brand-safe and suitable.
• Implementing IAS Context Control pre-bid (Discrimination Avoidance segment) resulted in 100% of ads appearing alongside LGBTQ+ positive sentiment articles.

Conclusion

The study underscores that consumers are increasingly aware of and concerned about D&I in digital advertising. Brands that actively promote D&I and ensure their ads are placed in appropriate contexts are more likely to gain consumer trust and engagement. IAS provides tools to help brands meet these expectations through precise content classification and contextual control.