{"id":301100,"date":"2020-07-02T04:00:00","date_gmt":"2020-07-02T04:00:00","guid":{"rendered":"https:\/\/integralads.com\/insider\/brand-suitability-the-role-of-contextual-advertising-on-demand-webinar\/"},"modified":"2023-07-27T08:58:19","modified_gmt":"2023-07-27T08:58:19","slug":"brand-suitability-the-role-of-contextual-advertising-on-demand-webinar","status":"publish","type":"post","link":"https:\/\/integralads.com\/uk\/insider\/brand-suitability-the-role-of-contextual-advertising-on-demand-webinar\/","title":{"rendered":"Webinar with IAB Europe, Sky &#038; GroupM"},"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;\">COVID-19 has presented choppy and unchartered waters for everyone, worldwide. In the digital advertising industry, it has been no different. Changes to brand strategy, reduction in spend and reactive decisions have left us all navigating the unknown.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Three months into this global pandemic, the digital advertising industry continues to seek guidance for today, whilst preparing for tomorrow. Our latest webinar, in partnership with IAB Europe, addresses these topics, along with discussion from industry leaders and our partners, Sky and GroupM.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">We set the scene of the webinar,<\/span><span style=\"font-weight: 400;\">\u00a0by reviewing some of the latest research from IAS.\u00a0<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Showing the importance of context and adjacency for consumers in advertising, stats from the <\/span><a href=\"\/uk\/insider\/ripple-effect-study\/\"><span style=\"font-weight: 400;\">Ripple Effect<\/span><\/a><span style=\"font-weight: 400;\"> show 91% of UK consumers want ads placed near high quality content, and 88% find it annoying when a brand appears near low quality content<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Our <\/span><a href=\"\/uk\/insider\/ias-coronavirus-ad-adjacency-study-explained\/\"><span style=\"font-weight: 400;\">COVID-19 report<\/span><\/a><span style=\"font-weight: 400;\"> highlighted how 81% of people are actively seeking out coronavirus content, with one in ten (11%) stating they\u2019d feel more favourable towards a brand whose ad appeared near that content<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">Nearly of half of consumers (48%) in our <\/span><a href=\"\/uk\/insider\/context-matters-new-uk-consumer-research\/\"><span style=\"font-weight: 400;\">Consumer Privacy Study<\/span><\/a><span style=\"font-weight: 400;\"> said they prefer contextually targeted advertising<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">In summary, ads placed in high quality, contextually relevant environments are likely to be better received by an audience, whilst there is no damage to brands appearing next to Coronavirus content, as long as context is considered with this placement.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">We then moved on to a panel discussion to address questions from the audience and topical themes.<\/span><\/p>\n<h4><b>Focus on quality <\/b><\/h4>\n<ul>\n<li style=\"font-weight: 400;\"><b>GroupM<\/b><span style=\"font-weight: 400;\"> discussed the need to continue to invest in quality content that is highly viewable, in a suitable, brand safe and fraud free environment. <\/span><b>Sky<\/b><span style=\"font-weight: 400;\"> highlighted the need to focus on understanding where the quality media is and how it can be matched to the business goals<\/span><\/li>\n<\/ul>\n<h4><b>Analyse your data <\/b><\/h4>\n<ul>\n<li style=\"font-weight: 400;\"><b>Sky<\/b><span style=\"font-weight: 400;\"> addressed the need to continue to test with publishers, and understand the data that they have fully, particularly as we head towards a \u2018new\u2019 and post-pandemic future. <\/span><b>IAS<\/b><span style=\"font-weight: 400;\"> then discussed how comparing the success metrics and observing which environments are most effective for a brand can support a campaign that generates the best results<\/span><\/li>\n<\/ul>\n<h4><strong>Brand Suitability &amp; COVID-19<\/strong><\/h4>\n<ul>\n<li><b>GroupM<span style=\"font-weight: 400;\"> moved on to discussing brand suitability and the need to get it right. <\/span>Sky<span style=\"font-weight: 400;\"> addressed an interesting point of ensuring that there is a diversity of thought in the room when dictating the suitability (and safety) threshold for a brand. <strong>Sky<\/strong> mentioned that there was a heightened interest in brand safety in light of COVID-19, with their business making a decision to not blanket block COVID-19 related content, and instead only block specific content e.g. false news, such as \u2018miracle cures\u2019. In addition, the need to support quality publishers was also addressed, with the news now &#8211; and always &#8211; a crucial part of our society. The panel agreed how lockdown had increased the role of content in people\u2019s lives and that the responsibility of an advertiser is to fund quality news sites<\/span><\/b><\/li>\n<\/ul>\n<h4><strong>A demand for publisher data<\/strong><\/h4>\n<ul>\n<li style=\"font-weight: 400;\"><b>GroupM<\/b><span style=\"font-weight: 400;\"> then highlighted how publishers could share more studies and research on the levels of engagement on hard news, and how this can help brands drive sales and revenue. This insight would help advertisers and agencies make better, more informed decisions, rooted in data. Publishers who can share granularity of data and insight into context and sentiment will succeed now and in the future, highlighted <\/span><b>IAS<\/b>, stating <span style=\"font-weight: 400;\">behavioural segments are not enough<\/span><\/li>\n<\/ul>\n<h4><strong>Onwards &amp; upwards!<\/strong><\/h4>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">The webinar ended by discussing what is driving positive change in the verification space. <\/span><b>GroupM<\/b><span style=\"font-weight: 400;\"> said it was collaboration across the whole industry, <\/span><b>Sky<\/b><span style=\"font-weight: 400;\"> said that lack of complacency and consistency in readdressing how we can continue to improve the verification space has been key, whilst <\/span><b>IAS<\/b><span style=\"font-weight: 400;\"> said that transparency of performance, with regards to the level of insights and metrics publishers can access and share, has been crucial in moving the industry forward<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">We\u2019d like to thank <a href=\"https:\/\/iabeurope.eu\/\">IAB Europe<\/a>, Sky and GroupM for participating in this fantastic webinar.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">For more information on brand suitability and the impact of COVID-19 on the digital advertising industry, please visit:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><a href=\"\/uk\/insider\/ias-coronavirus-ad-adjacency-study-explained\/\"><span style=\"font-weight: 400;\">IAS Coronavirus Ad Adjacency Study explained<\/span><\/a><\/li>\n<li style=\"font-weight: 400;\"><a href=\"\/uk\/insider\/coronavirus-ad-adjacency-study-mapping-consumer-sentiment-and-behaviour\/\"><span style=\"font-weight: 400;\">Coronavirus Ad Adjacency Study: mapping consumer sentiment &amp; behaviour<\/span><\/a><\/li>\n<li style=\"font-weight: 400;\"><a href=\"\/uk\/insider\/ias-update-covid-19-keyword-blocking\/\"><span style=\"font-weight: 400;\">IAS Update: COVID-19 &amp; Keyword Blocking<\/span><\/a><\/li>\n<li style=\"font-weight: 400;\"><a href=\"\/uk\/insider\/keyword-blocking-and-covid-19\/\"><span style=\"font-weight: 400;\">Keyword blocking and COVID-19<\/span><\/a><\/li>\n<\/ul>\n<p>&nbsp;<\/span><\/span><\/span><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>COVID-19 has presented choppy and unchartered waters for everyone, worldwide. In the digital advertising industry, it has been no different. Changes to brand strategy, reduction in spend and reactive decisions have left us all navigating the unknown. Three months into&#8230;<\/p>\n","protected":false},"author":1,"featured_media":301101,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[296,294],"tags":[],"class_list":["post-301100","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-brand-safety-suitability-uk","category-topics-uk"],"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>Webinar with IAB Europe, Sky &amp; GroupM - 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\/brand-suitability-the-role-of-contextual-advertising-on-demand-webinar\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Webinar with IAB Europe, Sky &amp; GroupM\" \/>\n<meta property=\"og:description\" content=\"COVID-19 has presented choppy and unchartered waters for everyone, worldwide. 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