{"id":296703,"date":"2019-11-07T05:00:00","date_gmt":"2019-11-07T05:00:00","guid":{"rendered":"https:\/\/integralads.com\/insider\/ripple-effect-study\/"},"modified":"2025-05-19T07:16:14","modified_gmt":"2025-05-19T07:16:14","slug":"ripple-effect-study","status":"publish","type":"post","link":"https:\/\/integralads.com\/apac\/insider\/ripple-effect-study\/","title":{"rendered":"The Ripple Effect"},"content":{"rendered":"<p><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"vertical-align: inherit;\"><span style=\"font-weight: 400; font-family: 'Open Sans',Tahoma,sans-serif;\">By now, you\u2019ve probably heard of our biometric study on The Halo Effect, which measured how ads are perceived when they are seen adjacent to high-quality and low-quality content environments. But how does this data compare to other factors, like relevance and brand loyalty?\u00a0<\/span><\/span><\/span><\/span><\/span><\/p>\n<p style=\"text-align: center;\"><i><span style=\"font-weight: 400; font-family: 'Open Sans', Tahoma, sans-serif;\">[<\/span><\/i><a href=\"https:\/\/integralads.com\/insider\/ripple-effect-study\/\"><i><span style=\"font-weight: 400; font-family: 'Open Sans',Tahoma,sans-serif;\">REFRESH: The Halo Effect Study<\/span><\/i><\/a><i><span style=\"font-weight: 400;\">]<\/span><\/i><\/p>\n<p><span style=\"font-weight: 400; font-family: 'Open Sans',Tahoma,sans-serif;\">To get a sense of what consumers are saying about content and environment quality, we conducted <\/span><b>The Ripple Effect<\/b><span style=\"font-weight: 400; font-family: 'Open Sans',Tahoma,sans-serif;\"> study. This follow-up study was designed to measure how consumer perception of a brand changes when its advertisements appear in different quality environments. Here\u2019s what we learned:\u00a0<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Content Quality and Ad Relevance are closely related<\/span><\/h3>\n<p><span style=\"font-weight: 400; font-family: 'Open Sans',Tahoma,sans-serif;\">While the quality of a digital ad\u2019s environment remains the factor that consumers find most important, ad relevance remains a critical concern for marketers to focus on. The biggest opportunity for brands to focus on lies at the intersection of these two factors. By not only messaging consumers with relevant ads but also ensuring the ads are placed in a high quality content environment, brands in the U.S. can maximize their impact.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Quality drives engagement, but less so in the United States<\/span><\/h3>\n<p><span style=\"font-weight: 400; font-family: 'Open Sans',Tahoma,sans-serif;\">Consumers in the U.S. are 39% more likely to engage with an ad in a high quality environment than a low quality one. However, Americans aren\u2019t exactly a shining example for engagement: among consumers viewing ads on high quality environments, the U.S. was 6th most likely to engage, after Canada, France, the UK, Singapore, and Indonesia.\u00a0<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">There is a disconnect between consumers and marketers<\/span><\/h3>\n<p><span style=\"font-weight: 400; font-family: 'Open Sans',Tahoma,sans-serif;\">Only 37% of U.S. brands and marketers feel that they are responsible for brand safety. By contrast, 63% of U.S. consumers hold a brand accountable for the content that appears next to its ads. From a global perspective, this disparity gets even wider in countries like Indonesia and France, more than 70% of consumers find brands are responsible for adjacent content.<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">A bad ad placement has serious consequences<\/span><\/h3>\n<p><span style=\"font-weight: 400; font-family: 'Open Sans',Tahoma,sans-serif;\">The majority of U.S. consumers (81%) find it annoying when a brand appears next to low quality content. Of those consumers, 52% feel less favorably toward a brand that does this. The most concerning though, is the discovery that 62% will stop using the brand altogether if its ads appear adjacent to low quality content.<\/span><\/p>\n<p><span style=\"font-weight: 400; font-family: 'Open Sans',Tahoma,sans-serif;\">Understanding the environment where your ads will appear is the first step to stopping the Ripple Effect in its tracks. By centering your brand safety strategy around the consumer, and controlling for what is suitable to them, you can avoid a bad ad placement that will send ripples through your brand engagement, favorability, and loyalty.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400; font-family: 'Open Sans',Tahoma,sans-serif;\">Download the full <b>Ripple Effect Study <\/b>now to learn more. <\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>IAS found that 81% of consumers said they find it annoying when a brand appears in a low-quality environment. Driven to learn what else they revealed?<\/p>\n","protected":false},"author":1,"featured_media":293625,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[223,219],"tags":[],"class_list":["post-296703","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-brand-safety-suitability-apac","category-research-apac"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.4 (Yoast SEO v27.4) - https:\/\/yoast.com\/product\/yoast-seo-premium-wordpress\/ -->\n<title>The Ripple Effect - Integral Ad Science<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/integralads.com\/apac\/insider\/ripple-effect-study\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The Ripple Effect\" \/>\n<meta property=\"og:description\" content=\"IAS found that 81% of consumers said they find it annoying when a brand appears in a low-quality environment. 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