{"id":301094,"date":"2020-05-13T04:00:00","date_gmt":"2020-05-13T04:00:00","guid":{"rendered":"https:\/\/integralads.com\/insider\/ias-coronavirus-ad-adjacency-study-explained\/"},"modified":"2023-07-27T09:35:36","modified_gmt":"2023-07-27T09:35:36","slug":"ias-coronavirus-ad-adjacency-study-explained","status":"publish","type":"post","link":"https:\/\/integralads.com\/uk\/insider\/ias-coronavirus-ad-adjacency-study-explained\/","title":{"rendered":"IAS Coronavirus Ad Adjacency Study explained"},"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;\">In the midst of the evolving coronavirus pandemic, the advertising industry continues to seek <a href=\"https:\/\/www.iabuk.com\/news-article\/CV-statement-keywords-covid19\">guidance<\/a> on how to best navigate these unprecedented circumstances.\u00a0<\/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>IAS recently undertook research to determine consumer perceptions concerning Covid-19 content in the UK. We wanted to understand how \u2013 and indeed, if \u2013 consumers are changing their online content consumption habits in this current climate. The data showed that the Coronavirus pandemic is shifting content consumption patterns, with 73% changing the types of content they consume online. There was, however, a mixed response in relation to ads adjacent to Coronavirus content.<\/p>\n<p>Listen to our on-demand webinar and explore:<\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">How Covid-19 has impacted consumer perception of digital advertising\u00a0<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">What role sentiment has to play in our response to advertising adjacent to<\/span> <span style=\"font-weight: 400;\">Covid-19 <\/span><span style=\"font-weight: 400;\">content.<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Learn what the country believes is, and isn&#8217;t, suitable for brands right now.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Listen to the latest webinar as Kate Grosvenor, Head of Buy-Side Sales from IAS, shares insights from our recent <\/span><span style=\"font-weight: 400;\">Coronavirus Ad Adjacency study.<\/span><span style=\"font-weight: 400;\">\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Download the full research <\/span><a href=\"\/uk\/insider\/coronavirus-ad-adjacency-study-mapping-consumer-sentiment-and-behaviour\/\">here<\/a>.<\/span><\/span><\/span><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Explore the findings of our Coronavirus Ad Adjacency Study and learn how Covid-19 has impacted consumer perception of digital advertising.<\/p>\n","protected":false},"author":22,"featured_media":296340,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[290,293],"tags":[188],"class_list":["post-301094","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-insights-uk","category-webinars-videos-uk","tag-webinar"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v28.4 (Yoast SEO v28.7) - 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