{"id":328928,"date":"2024-01-24T13:00:00","date_gmt":"2024-01-24T13:00:00","guid":{"rendered":"https:\/\/integralads.com\/insider\/state-of-brand-safety-research\/"},"modified":"2024-01-29T22:12:49","modified_gmt":"2024-01-29T22:12:49","slug":"state-of-brand-safety-research","status":"publish","type":"post","link":"https:\/\/integralads.com\/uk\/insider\/state-of-brand-safety-research\/","title":{"rendered":"RESEARCH: The State of Brand Safety"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"328928\" class=\"elementor elementor-328928 elementor-328754\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t<section class=\"has_eae_slider elementor-section elementor-top-section elementor-element elementor-element-6e3eb25 elementor-section-boxed elementor-section-height-default elementor-section-height-default\" data-eae-slider=\"55363\" data-id=\"6e3eb25\" data-element_type=\"section\">\n\t\t\t\t\t\t<div class=\"elementor-container elementor-column-gap-default\">\n\t\t\t\t\t<div class=\"has_eae_slider elementor-column elementor-col-100 elementor-top-column elementor-element elementor-element-a6ec87b\" data-eae-slider=\"17576\" data-id=\"a6ec87b\" data-element_type=\"column\">\n\t\t\t<div class=\"elementor-widget-wrap elementor-element-populated\">\n\t\t\t\t\t\t<div class=\"elementor-element elementor-element-516eeb1 elementor-widget elementor-widget-image\" data-id=\"516eeb1\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"640\" height=\"320\" src=\"https:\/\/integralads.com\/wp-content\/uploads\/2024\/01\/US-THE-STATE-OF-BRAND-SAFETY-Email.png\" class=\"attachment-large size-large wp-image-328902\" alt=\"US - THE STATE OF BRAND SAFETY - Email\" srcset=\"https:\/\/integralads.com\/wp-content\/uploads\/2024\/01\/US-THE-STATE-OF-BRAND-SAFETY-Email.png 801w, https:\/\/integralads.com\/wp-content\/uploads\/2024\/01\/US-THE-STATE-OF-BRAND-SAFETY-Email-300x150.png 300w, https:\/\/integralads.com\/wp-content\/uploads\/2024\/01\/US-THE-STATE-OF-BRAND-SAFETY-Email-768x384.png 768w\" sizes=\"(max-width: 640px) 100vw, 640px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-5aff2bd elementor-widget elementor-widget-heading\" data-id=\"5aff2bd\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h2 class=\"elementor-heading-title elementor-size-default\">Exploring consumer perception of appropriate online content and misinformation<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-eb21be7 elementor-widget elementor-widget-text-editor\" data-id=\"eb21be7\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">The amount of online content that consumers deem inappropriate is growing \u2014 and brands are being held more accountable for ad placement than ever before. In a digital landscape where an ad\u2019s surrounding content can make or break consumers&#8217; perception of a brand, what can marketers do to avoid risky content and increase trust and favorability among consumers? <\/span><\/p><p><span style=\"font-weight: 400;\">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\u2019 perceptions of brands and their advertising. Plus, we deep dive into what consumers think of brands supporting quality journalism versus misinformation<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-405ff61 elementor-widget elementor-widget-heading\" data-id=\"405ff61\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<h4 class=\"elementor-heading-title elementor-size-default\">Key findings include:<\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-fa5d581 elementor-widget elementor-widget-text-editor\" data-id=\"fa5d581\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<ul><li aria-level=\"1\"><b>92%<\/b><span style=\"font-weight: 400;\"> of UK consumers say it&#8217;s important to them that the content surrounding online ads is <\/span><b style=\"font-weight: 400;\">appropriate<\/b><\/li><li aria-level=\"1\"><b>80% <\/b><span style=\"font-weight: 400;\">of UK respondents feel<\/span><b style=\"font-weight: 400;\"> less favourable<\/b><span style=\"font-weight: 400;\"> toward a brand that advertises near inappropriate content\u00a0<\/span><\/li><li><b>More than half<\/b><span style=\"font-weight: 400;\"> of consumers say that they are more likely to purchase a product or service when a brand&#8217;s ad appear near appropriate content\u00a0<\/span><\/li><\/ul><div><span style=\"font-size: 18.004px;\">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&#8217;s engagement, favourability, and loyalty.\u00a0\u00a0<\/span><\/div><div><br \/><span style=\"color: #000000; font-family: 'Helvetica Neue'; font-size: 13px; background-color: transparent; letter-spacing: 0em;\">\u00a0<\/span><span style=\"font-family: var(--ias-font); color: var( --e-global-color-text ); font-weight: var( --e-global-typography-text-font-weight ); font-size: 18.004px; background-color: transparent; letter-spacing: 0em;\">Harness IAS brand safety and suitability tools to build trust with consumers and drive superior results today.<\/span><\/div><div><br \/><b style=\"font-family: var(--ias-font); color: var( --e-global-color-text ); font-size: var(--ias-body-3-font-size); background-color: transparent; letter-spacing: 0em;\">Download the study<\/b><span style=\"font-family: var(--ias-font); color: var( --e-global-color-text ); font-weight: var( --e-global-typography-text-font-weight ); font-size: var(--ias-body-3-font-size); background-color: transparent; letter-spacing: 0em;\">\u00a0to get started.\u00a0<\/span><\/div>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>The amount of online content that consumers deem inappropriate is growing \u2014 and brands are being held more accountable for ad placement than ever before. In a digital landscape where an ad\u2019s surrounding content can make or break consumers&#8217; perception of a brand, what can marketers do to increase trust among consumers?<\/p>\n","protected":false},"author":59,"featured_media":328901,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[764,758,759],"tags":[],"class_list":["post-328928","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-brand-safety-suitability-uk-2","category-featured-uk-2","category-research-uk-2"],"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>RESEARCH: The State of Brand Safety - 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\/state-of-brand-safety-research\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"RESEARCH: The State of Brand Safety\" \/>\n<meta property=\"og:description\" content=\"The amount of online content that consumers deem inappropriate is growing \u2014 and brands are being held more accountable for ad placement than ever before. In a digital landscape where an ad\u2019s surrounding content can make or break consumers&#039; perception of a brand, what can marketers do to increase trust among consumers?\" \/>\n<meta property=\"og:url\" content=\"https:\/\/integralads.com\/uk\/insider\/state-of-brand-safety-research\/\" \/>\n<meta property=\"og:site_name\" content=\"Integral Ad Science\" \/>\n<meta property=\"article:published_time\" content=\"2024-01-24T13:00:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-01-29T22:12:49+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/integralads.com\/wp-content\/uploads\/2024\/01\/THE-STATE-OF-BRAND-SAFETY-Insider.png\" \/>\n\t<meta property=\"og:image:width\" content=\"861\" \/>\n\t<meta property=\"og:image:height\" content=\"860\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\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=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/integralads.com\/uk\/insider\/state-of-brand-safety-research\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/integralads.com\/uk\/insider\/state-of-brand-safety-research\/\"},\"author\":{\"name\":\"IAS Team\",\"@id\":\"https:\/\/integralads.com\/#\/schema\/person\/dbb1eb8d41477c4193f06c013629e755\"},\"headline\":\"RESEARCH: The State of Brand Safety\",\"datePublished\":\"2024-01-24T13:00:00+00:00\",\"dateModified\":\"2024-01-29T22:12:49+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/integralads.com\/uk\/insider\/state-of-brand-safety-research\/\"},\"wordCount\":241,\"publisher\":{\"@id\":\"https:\/\/integralads.com\/#organization\"},\"image\":{\"@id\":\"https:\/\/integralads.com\/uk\/insider\/state-of-brand-safety-research\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/integralads.com\/wp-content\/uploads\/2024\/01\/THE-STATE-OF-BRAND-SAFETY-Insider.png\",\"articleSection\":[\"Brand Safety &amp; 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