Exploring consumer perception of appropriate online content and misinformation
The amount of online content that consumers deem inappropriate is growing — and brands are being held more accountable for ad placement than ever before. In a digital landscape where an ad’s surrounding content can make or break consumers’ perception of a brand, what can marketers do to avoid risky content and increase trust and favorability among consumers?
In our latest study, IAS explores what content U.S. consumers consider to be brand safe and unsafe and uncovers the impact that ad environments have on consumers’ perceptions of brands and their advertising. Plus, we deep dive into what consumers think of brands supporting quality journalism versus misinformation.
Key findings include:
- 82% of consumers say it’s important to them that the content surrounding online ads is appropriate
- 75% of consumers say they feel less favorable toward brands that advertise on sites that spread misinformation
- 51% of consumers say they are likely to stop using a product or service of a brand whose ad appears near inappropriate content