Social Media Ad Receptivity: Driving engagement with in-feed advertising

With the unparalleled reach and universal adoption of social media, it’s no surprise that social ad spend is projected to reach $82 billion in the U.S. alone by 2023. Media budgets are flowing to social platforms, so how can advertisers optimize their ad spend and tap into the power of context?

In our latest research, IAS aims to measure consumers’ overall social media usage and better understand their receptivity to in-feed advertising. Specifically, how does the contextual ad targeting of in-feed advertisements impact consumer perception and influence purchase intent?

Here’s a sneak peek of what we discovered:

• 85% of consumers have engaged with ads on social media in the past year

• 60% of consumers are unlikely or very unlikely to purchase a product or service advertised near unsafe content on social feeds

• 46% of consumers are likely to remember an in-feed ad if its message relates to the adjacent social content

Download the full research, Social Media Ad Receptivity, to find out more.