{"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":1,"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 v25.4 (Yoast SEO v26.4) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>IAS Coronavirus Ad Adjacency Study explained - Integral Ad Science<\/title>\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\/ias-coronavirus-ad-adjacency-study-explained\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"IAS Coronavirus Ad Adjacency Study explained\" \/>\n<meta property=\"og:description\" content=\"Explore the findings of our Coronavirus Ad Adjacency Study and learn how Covid-19 has impacted consumer perception of digital advertising.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/integralads.com\/uk\/insider\/ias-coronavirus-ad-adjacency-study-explained\/\" \/>\n<meta property=\"og:site_name\" content=\"Integral Ad Science\" \/>\n<meta property=\"article:published_time\" content=\"2020-05-13T04:00:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-07-27T09:35:36+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/integralads.com\/wp-content\/uploads\/2023\/06\/Covid-2-02-webinar.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"600\" \/>\n\t<meta property=\"og:image:height\" content=\"300\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"IAS TEAM\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:creator\" content=\"@integralads\" \/>\n<meta name=\"twitter:site\" content=\"@integralads\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"IAS TEAM\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"1 minute\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/integralads.com\/uk\/insider\/ias-coronavirus-ad-adjacency-study-explained\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/integralads.com\/uk\/insider\/ias-coronavirus-ad-adjacency-study-explained\/\"},\"author\":{\"name\":\"IAS TEAM\",\"@id\":\"https:\/\/integralads.com\/#\/schema\/person\/dbee79df007713b5bab3127e3f349399\"},\"headline\":\"IAS Coronavirus Ad Adjacency Study explained\",\"datePublished\":\"2020-05-13T04:00:00+00:00\",\"dateModified\":\"2023-07-27T09:35:36+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/integralads.com\/uk\/insider\/ias-coronavirus-ad-adjacency-study-explained\/\"},\"wordCount\":221,\"publisher\":{\"@id\":\"https:\/\/integralads.com\/#organization\"},\"image\":{\"@id\":\"https:\/\/integralads.com\/uk\/insider\/ias-coronavirus-ad-adjacency-study-explained\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/integralads.com\/wp-content\/uploads\/2023\/06\/Covid-2-02-webinar.jpg\",\"keywords\":[\"webinar\"],\"articleSection\":[\"Insights\",\"Webinars &amp; Videos\"],\"inLanguage\":\"en-gb\"},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/integralads.com\/uk\/insider\/ias-coronavirus-ad-adjacency-study-explained\/\",\"url\":\"https:\/\/integralads.com\/uk\/insider\/ias-coronavirus-ad-adjacency-study-explained\/\",\"name\":\"IAS Coronavirus Ad Adjacency Study explained - Integral Ad Science\",\"isPartOf\":{\"@id\":\"https:\/\/integralads.com\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\/\/integralads.com\/uk\/insider\/ias-coronavirus-ad-adjacency-study-explained\/#primaryimage\"},\"image\":{\"@id\":\"https:\/\/integralads.com\/uk\/insider\/ias-coronavirus-ad-adjacency-study-explained\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/integralads.com\/wp-content\/uploads\/2023\/06\/Covid-2-02-webinar.jpg\",\"datePublished\":\"2020-05-13T04:00:00+00:00\",\"dateModified\":\"2023-07-27T09:35:36+00:00\",\"breadcrumb\":{\"@id\":\"https:\/\/integralads.com\/uk\/insider\/ias-coronavirus-ad-adjacency-study-explained\/#breadcrumb\"},\"inLanguage\":\"en-gb\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\/\/integralads.com\/uk\/insider\/ias-coronavirus-ad-adjacency-study-explained\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-gb\",\"@id\":\"https:\/\/integralads.com\/uk\/insider\/ias-coronavirus-ad-adjacency-study-explained\/#primaryimage\",\"url\":\"https:\/\/integralads.com\/wp-content\/uploads\/2023\/06\/Covid-2-02-webinar.jpg\",\"contentUrl\":\"https:\/\/integralads.com\/wp-content\/uploads\/2023\/06\/Covid-2-02-webinar.jpg\",\"width\":600,\"height\":300},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\/\/integralads.com\/uk\/insider\/ias-coronavirus-ad-adjacency-study-explained\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\/\/integralads.com\/uk\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"IAS Coronavirus Ad Adjacency Study explained\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\/\/integralads.com\/#website\",\"url\":\"https:\/\/integralads.com\/\",\"name\":\"Integral Ad Science\",\"description\":\"The Hidden Cost of MFA Webinar\",\"publisher\":{\"@id\":\"https:\/\/integralads.com\/#organization\"},\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\/\/integralads.com\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-gb\"},{\"@type\":\"Organization\",\"@id\":\"https:\/\/integralads.com\/#organization\",\"name\":\"Integral Ad Science\",\"url\":\"https:\/\/integralads.com\/\",\"logo\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-gb\",\"@id\":\"https:\/\/integralads.com\/#\/schema\/logo\/image\/\",\"url\":\"https:\/\/integralads.com\/wp-content\/uploads\/2023\/10\/IAS_Square-Logo-600x600-1.png\",\"contentUrl\":\"https:\/\/integralads.com\/wp-content\/uploads\/2023\/10\/IAS_Square-Logo-600x600-1.png\",\"width\":600,\"height\":600,\"caption\":\"Integral Ad Science\"},\"image\":{\"@id\":\"https:\/\/integralads.com\/#\/schema\/logo\/image\/\"},\"sameAs\":[\"https:\/\/x.com\/integralads\"]},{\"@type\":\"Person\",\"@id\":\"https:\/\/integralads.com\/#\/schema\/person\/dbee79df007713b5bab3127e3f349399\",\"name\":\"IAS TEAM\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-gb\",\"@id\":\"https:\/\/integralads.com\/#\/schema\/person\/image\/\",\"url\":\"https:\/\/secure.gravatar.com\/avatar\/255e04bda9c08f76d15834db86e6d973bed5d92c701c65e4e3781e74f8b79551?s=96&d=mm&r=g\",\"contentUrl\":\"https:\/\/secure.gravatar.com\/avatar\/255e04bda9c08f76d15834db86e6d973bed5d92c701c65e4e3781e74f8b79551?s=96&d=mm&r=g\",\"caption\":\"IAS TEAM\"},\"description\":\"Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum.\",\"sameAs\":[\"https:\/\/integralads.com\"],\"jobTitle\":\"TEST\",\"url\":\"https:\/\/integralads.com\/uk\/insider\/author\/ias2023\/\"}]}<\/script>\n<!-- \/ Yoast SEO Premium plugin. -->","yoast_head_json":{"title":"IAS Coronavirus Ad Adjacency Study explained - Integral Ad Science","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/integralads.com\/uk\/insider\/ias-coronavirus-ad-adjacency-study-explained\/","og_locale":"en_US","og_type":"article","og_title":"IAS Coronavirus Ad Adjacency Study explained","og_description":"Explore the findings of our Coronavirus Ad Adjacency Study and learn how Covid-19 has impacted consumer perception of digital advertising.","og_url":"https:\/\/integralads.com\/uk\/insider\/ias-coronavirus-ad-adjacency-study-explained\/","og_site_name":"Integral Ad Science","article_published_time":"2020-05-13T04:00:00+00:00","article_modified_time":"2023-07-27T09:35:36+00:00","og_image":[{"width":600,"height":300,"url":"https:\/\/integralads.com\/wp-content\/uploads\/2023\/06\/Covid-2-02-webinar.jpg","type":"image\/jpeg"}],"author":"IAS TEAM","twitter_card":"summary_large_image","twitter_creator":"@integralads","twitter_site":"@integralads","twitter_misc":{"Written by":"IAS TEAM","Est. reading time":"1 minute"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/integralads.com\/uk\/insider\/ias-coronavirus-ad-adjacency-study-explained\/#article","isPartOf":{"@id":"https:\/\/integralads.com\/uk\/insider\/ias-coronavirus-ad-adjacency-study-explained\/"},"author":{"name":"IAS TEAM","@id":"https:\/\/integralads.com\/#\/schema\/person\/dbee79df007713b5bab3127e3f349399"},"headline":"IAS Coronavirus Ad Adjacency Study explained","datePublished":"2020-05-13T04:00:00+00:00","dateModified":"2023-07-27T09:35:36+00:00","mainEntityOfPage":{"@id":"https:\/\/integralads.com\/uk\/insider\/ias-coronavirus-ad-adjacency-study-explained\/"},"wordCount":221,"publisher":{"@id":"https:\/\/integralads.com\/#organization"},"image":{"@id":"https:\/\/integralads.com\/uk\/insider\/ias-coronavirus-ad-adjacency-study-explained\/#primaryimage"},"thumbnailUrl":"https:\/\/integralads.com\/wp-content\/uploads\/2023\/06\/Covid-2-02-webinar.jpg","keywords":["webinar"],"articleSection":["Insights","Webinars &amp; Videos"],"inLanguage":"en-gb"},{"@type":"WebPage","@id":"https:\/\/integralads.com\/uk\/insider\/ias-coronavirus-ad-adjacency-study-explained\/","url":"https:\/\/integralads.com\/uk\/insider\/ias-coronavirus-ad-adjacency-study-explained\/","name":"IAS Coronavirus Ad Adjacency Study explained - Integral Ad Science","isPartOf":{"@id":"https:\/\/integralads.com\/#website"},"primaryImageOfPage":{"@id":"https:\/\/integralads.com\/uk\/insider\/ias-coronavirus-ad-adjacency-study-explained\/#primaryimage"},"image":{"@id":"https:\/\/integralads.com\/uk\/insider\/ias-coronavirus-ad-adjacency-study-explained\/#primaryimage"},"thumbnailUrl":"https:\/\/integralads.com\/wp-content\/uploads\/2023\/06\/Covid-2-02-webinar.jpg","datePublished":"2020-05-13T04:00:00+00:00","dateModified":"2023-07-27T09:35:36+00:00","breadcrumb":{"@id":"https:\/\/integralads.com\/uk\/insider\/ias-coronavirus-ad-adjacency-study-explained\/#breadcrumb"},"inLanguage":"en-gb","potentialAction":[{"@type":"ReadAction","target":["https:\/\/integralads.com\/uk\/insider\/ias-coronavirus-ad-adjacency-study-explained\/"]}]},{"@type":"ImageObject","inLanguage":"en-gb","@id":"https:\/\/integralads.com\/uk\/insider\/ias-coronavirus-ad-adjacency-study-explained\/#primaryimage","url":"https:\/\/integralads.com\/wp-content\/uploads\/2023\/06\/Covid-2-02-webinar.jpg","contentUrl":"https:\/\/integralads.com\/wp-content\/uploads\/2023\/06\/Covid-2-02-webinar.jpg","width":600,"height":300},{"@type":"BreadcrumbList","@id":"https:\/\/integralads.com\/uk\/insider\/ias-coronavirus-ad-adjacency-study-explained\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/integralads.com\/uk\/"},{"@type":"ListItem","position":2,"name":"IAS Coronavirus Ad Adjacency Study explained"}]},{"@type":"WebSite","@id":"https:\/\/integralads.com\/#website","url":"https:\/\/integralads.com\/","name":"Integral Ad Science","description":"The Hidden Cost of MFA Webinar","publisher":{"@id":"https:\/\/integralads.com\/#organization"},"potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/integralads.com\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-gb"},{"@type":"Organization","@id":"https:\/\/integralads.com\/#organization","name":"Integral Ad Science","url":"https:\/\/integralads.com\/","logo":{"@type":"ImageObject","inLanguage":"en-gb","@id":"https:\/\/integralads.com\/#\/schema\/logo\/image\/","url":"https:\/\/integralads.com\/wp-content\/uploads\/2023\/10\/IAS_Square-Logo-600x600-1.png","contentUrl":"https:\/\/integralads.com\/wp-content\/uploads\/2023\/10\/IAS_Square-Logo-600x600-1.png","width":600,"height":600,"caption":"Integral Ad Science"},"image":{"@id":"https:\/\/integralads.com\/#\/schema\/logo\/image\/"},"sameAs":["https:\/\/x.com\/integralads"]},{"@type":"Person","@id":"https:\/\/integralads.com\/#\/schema\/person\/dbee79df007713b5bab3127e3f349399","name":"IAS TEAM","image":{"@type":"ImageObject","inLanguage":"en-gb","@id":"https:\/\/integralads.com\/#\/schema\/person\/image\/","url":"https:\/\/secure.gravatar.com\/avatar\/255e04bda9c08f76d15834db86e6d973bed5d92c701c65e4e3781e74f8b79551?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/255e04bda9c08f76d15834db86e6d973bed5d92c701c65e4e3781e74f8b79551?s=96&d=mm&r=g","caption":"IAS TEAM"},"description":"Lorem ipsum dolor sit amet, consectetur adipiscing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum.","sameAs":["https:\/\/integralads.com"],"jobTitle":"TEST","url":"https:\/\/integralads.com\/uk\/insider\/author\/ias2023\/"}]}},"_links":{"self":[{"href":"https:\/\/integralads.com\/uk\/wp-json\/wp\/v2\/posts\/301094","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/integralads.com\/uk\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/integralads.com\/uk\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/integralads.com\/uk\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/integralads.com\/uk\/wp-json\/wp\/v2\/comments?post=301094"}],"version-history":[{"count":0,"href":"https:\/\/integralads.com\/uk\/wp-json\/wp\/v2\/posts\/301094\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/integralads.com\/uk\/wp-json\/wp\/v2\/media\/296340"}],"wp:attachment":[{"href":"https:\/\/integralads.com\/uk\/wp-json\/wp\/v2\/media?parent=301094"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/integralads.com\/uk\/wp-json\/wp\/v2\/categories?post=301094"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/integralads.com\/uk\/wp-json\/wp\/v2\/tags?post=301094"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}