{"id":301087,"date":"2020-05-04T04:00:00","date_gmt":"2020-05-04T04:00:00","guid":{"rendered":"https:\/\/integralads.com\/insider\/coronavirus-ad-adjacency-study-mapping-consumer-sentiment-and-behaviour\/"},"modified":"2023-07-27T09:36:10","modified_gmt":"2023-07-27T09:36:10","slug":"coronavirus-ad-adjacency-study-mapping-consumer-sentiment-and-behaviour","status":"publish","type":"post","link":"https:\/\/integralads.com\/uk\/insider\/coronavirus-ad-adjacency-study-mapping-consumer-sentiment-and-behaviour\/","title":{"rendered":"Coronavirus Ad Adjacency Study: mapping consumer sentiment &#038; behaviour"},"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;\"><img fetchpriority=\"high\" decoding=\"async\" class=\"alignnone wp-image-112308 size-medium\" src=\"\/wp-content\/uploads\/2020\/04\/Covid-2-02-760x478.png\" alt=\"Navigating brand suitability during the coronavirus pandemic\" width=\"760\" height=\"478\" \/><\/span><\/p>\n<p>&nbsp;<\/p>\n<p><span style=\"font-weight: 400;\">In the midst of the evolving coronavirus p<\/span><span style=\"font-weight: 400;\">andemic, the advertising industry continues to seek guidance on how to best navigate brand suitability.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Advertisers have been quick to make adjustments, but it\u2019s important to remember that brand suitability requires a nuanced, strategic approach. When it comes to advertising amid the current global climate, marketers and publishers are searching for a refreshed perspective on best practices for brand suitability. But where do consumers stand?<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Last month, IAS conducted the <\/span><a href=\"\/uk\/insider\/managing-digital-advertising-during-covid-19\/\"><span style=\"font-weight: 400;\">Coronavirus Ad Adjacency study<\/span><\/a><span style=\"font-weight: 400;\"> to understand U.K. consumer perception concerning digital advertising and coronavirus content online. Since then, IAS followed up with consumers to see <\/span><b>how their behaviours and sentiments have evolved<\/b><span style=\"font-weight: 400;\"> as they continue to spend time at home.\u00a0<\/span><\/p>\n<h4>Key findings<\/h4>\n<p><span style=\"font-weight: 400;\">Consumers are still <\/span><b>seeking news online<\/b><span style=\"font-weight: 400;\">, and they feel that suitability regarding coronavirus content depends on the brand.<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">81% of UK consumers actively seeking out coronavirus content<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">88% of consumers actively seeking out news content due to coronavirus situation<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">91% prefer premium news and publishing sites when consuming Covid-19 content online<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Consumers generally agree that their sentiment toward brands would be unchanged with regards to brands whose ads appear next to coronavirus content.<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">11% feel more favourable toward brands with ads adjacent to Covid-19 content<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">63% report that their sentiment toward the brand is unchanged<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Only 17% of UK consumers say they are not likely to engage with an ad adjacent to Coronavirus content<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Consumers prefer to see Healthcare and Government alongside coronavirus content, with both increasing in relevance for consumers compared to the previous report.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Consumers have more favourable responses to advertisements that appear alongside positive coronavirus news and content.<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Between 35% and 39% of consumers would have a MORE favourable sentiment toward the brand\u2019s ad adjacency to examples of positive content<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">44% would feel more favourable towards a brand whose ad provided information to help the public deal with the coronavirus situation<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">For advice on how to manage your digital advertising at this time, please head to <\/span><a href=\"\/uk\/insider\/managing-digital-advertising-during-covid-19\/\"><span style=\"font-weight: 400;\">this blog post<\/span><\/a><span style=\"font-weight: 400;\"> that includes support for both advertisers and publishers or explore our<\/span> Context Control offering <a href=\"https:\/\/integralads.com\/uk\/solutions\/brand-safety-suitability\/\">here.<\/a><\/p>\n<p>&nbsp;<\/span><\/span><\/span><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>&nbsp; In the midst of the evolving coronavirus pandemic, the advertising industry continues to seek guidance on how to best navigate brand suitability. Advertisers have been quick to make adjustments, but it\u2019s important to remember that brand suitability requires a&#8230;<\/p>\n","protected":false},"author":1,"featured_media":301088,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[272,288],"tags":[254],"class_list":["post-301087","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-research-uk","category-resources-uk","tag-coronavirus"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v25.4 (Yoast SEO v26.4) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Navigating brand suitability during the coronavirus pandemic<\/title>\n<meta name=\"description\" content=\"In the midst of the evolving coronavirus pandemic, the advertising industry continues to seek guidance on how to best navigate brand suitability.\" \/>\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\/uk\/insider\/coronavirus-ad-adjacency-study-mapping-consumer-sentiment-and-behaviour\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Coronavirus Ad Adjacency Study: mapping consumer sentiment &amp; 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