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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 UK 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:
- 92% of UK consumers say it’s important to them that the content surrounding online ads is appropriate
- 80% of UK respondents feel less favourable toward a brand that advertises near inappropriate content
- More than half of consumers say that they are more likely to purchase a product or service when a brand’s ad appear near appropriate content
Understanding the environment where your ads appear is crucial for mitigating adverse impacts. By prioratising consumer-centric brand safety strategies and ensuring brand suitability, you can prevent detrimental ad placements that could negatively impact your brand’s engagement, favourability, and loyalty.
Harness IAS brand safety and suitability tools to build trust with consumers and drive superior results today.
Download the study to get started.
