IAS-消费者对冠状病毒：广告相邻性的考虑报告（英文）-2020.3-11页_897kb

Coronavirus Ad Adjacency Summary

Core Content

This study, conducted by IAS in March 2020, explores how marketers perceive the impact of coronavirus content on ad adjacencies. It is based on an online survey involving 200 US marketers, aiming to understand their current attitudes and actions regarding brand safety in the context of the pandemic.

Main Findings

• Shift in Perceptions: Marketers are re-evaluating what types of content are suitable for their ads to be adjacent to due to the coronavirus situation.
• Concerns About Brand Safety:
  • 61% of marketers believe the coronavirus situation is altering their comfort level with ad adjacencies.
  • 49% express concern if their ads appear near coronavirus content.
• Proactive Measures:
  • 68% of marketers are actively taking steps to protect their brands from inappropriate content.
• Consumer Perception:
  • 32% of marketers think consumers may have a less favorable view of brands with ads adjacent to coronavirus content.
  • 62% believe consumer sentiment toward their brand remains unchanged.
• Content Suitability:
  • 20% of marketers consider it unsuitable for brands to be adjacent to coronavirus content.
  • 53% believe the suitability of coronavirus content adjacencies depends on the brand.
• Risk Categories:
  • Travel, Food/Beverage, and Finance brands are seen as the most unsuitable for adjacency with coronavirus content.
• Favorable Categories:
  • Health/Pharma and Government organizations are considered appropriate for adjacency with coronavirus content.
  • Not-for-profit and Tech/Teclo categories are also viewed as favorable matches.

Key Takeaways

• Marketers are increasingly aware of the importance of brand safety in the context of coronavirus content.
• There is a clear split in marketer sentiment regarding the suitability of ad adjacencies with coronavirus content.
• Proactive steps are being taken by most marketers to mitigate brand risk.
• Certain industries are perceived as more or less appropriate for adjacency with coronavirus content, depending on the context and brand image.

Conclusion

The study highlights the evolving landscape of ad adjacency in the face of the coronavirus crisis. Marketers are adjusting their strategies to align with changing consumer perceptions and brand safety concerns. While some categories are considered risky, others are seen as beneficial for brand alignment. The findings suggest a need for careful consideration and strategic placement of ads in response to the ongoing situation.