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Consumer Perceptions on Content Quality
The Ripple Effect
Singapore Edition
Objectives and Methodology
2
The Ripple Effect Survey Results
Singapore Edition
The Halo Effect Study: A Refresh
3
In May of 2019, Integral Ad Science (IAS) ran a study using Advanced Biometric Analysis to determine how effective ads seen in high quality environments are perceived.
Ads seen on high quality sites are perceived to be
Audiences on high quality sites showed
Campaigns on high quality sites stand to benefit from
than the same ads seen on low quality sites
than on low quality sites
driven by brand suitable content
74%more
likeable
20%higher
engagement
30%greater
memorability
Singapore Edition
The Ripple Effect: Study Objectives and Design
4
Statistically significant differences are calculated at 95% confidence interval.
Integral Ad Science (IAS) ran an online survey across multiple markets to determine consumer perceptions on ad relevancy and content quality and understand how consumers reception towards brands change in relation to the environment where ads run
August / September 2019 (Staggered by Market) FIELD DATES
General Population sample across multiple markets
PARTICIPATION
Market coverage:
United StatesCanadaUnited KingdomFrance
GermanyJapanIndonesiaSingapore
Demographics:
Age • 18-24• 25-34• 35-44• 45-54• 55-64• 65+
Gender• Male• Female
Singapore Edition
Overall Findings
5
The Ripple Effect
Singapore Edition
High quality content drives consumer engagement
6
Source: The Ripple Effect Online Survey, IAS September 2019
In fact, more Singapore consumers would engage with online ads if it is surrounded by high quality content
High qualityenvironment
Low qualityenvironment
66%
27%
Likelihood of Engagement
Singapore Edition
High Quality Content Drives Consumer Engagement
7
Source: The Ripple Effect Online Survey, IAS September 2019
And this is fairly consistent across markets we measured, with Singapore having the 2nd highest volume of consumers who are likely to engage
78%66% 65% 65%
55% 52% 51%42%
Indonesia Singapore United Kingdom France Canada United States Japan Germany
% of consumers likely to engage with ads on high quality content
Likely to Engage
Singapore Edition
Placing Ads in Low Quality Content Environment has Consequences
8
Source: The Ripple Effect Online Survey, IAS September 2019
Singapore consumer’s perceptions are deeply affected by the content and environments that they experience the brand’s ads in
92%90%
88% 88% 88% 87%
83%81%
France Indonesia Singapore Canada UnitedKingdom
Japan Germany UnitedStates
% of respondents who are annoyed when ads appear next to low quality content
88%of Singapore consumers find it annoying when a brand appears next to
low quality content
Singapore Edition
Placing Ads in Low Quality Content Environment has Consequences
9
Source: The Ripple Effect Online Survey, IAS September 2019
Placing ads in low quality environments can cripple consumer’s perception of your brand
55% 53% 52% 49%42%
37% 34% 33%
UnitedKingdom
Canada UnitedStates
Singapore Indonesia Germany Japan France
% of respondents who would feel less favorable towards brands whose ads appear next to low
quality content
49%of Singapore consumers
would feel less favorable towards a
brand
Singapore Edition
Placing Ads in Low Quality Content Environment has ConsequencesIn fact, Singapore consumers would even stop using a brand’s products if their ads appear near low quality or unsafe content
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Source: The Ripple Effect Online Survey, IAS September 2019
63%of Singapore consumers say that they will stop using brands that appear near low quality content
Singapore Edition
Placing Ads in Low Quality Content Environment has Consequences
11
Source: The Ripple Effect Online Survey, IAS September 2019
Across the different markets we measured, 6 out of 10 Singapore consumers indicated that they will stop using brands that appear next to low quality or unsafe content
79%72% 70% 65% 65% 63% 63% 62%
Indonesia France United Kingdom Germany Japan Canada Singapore United States
% of Consumers who will stop using brands that appear next to low quality or unsafe content
Singapore Edition
Consumers hold brands accountable
12
Source: The Ripple Effect Online Survey, IAS September 2019
Ultimately, almost 7 out of 10 Singapore consumers hold brands accountable for the content that appears next to their ads, and brands need to take more control of where their ads appear
68%of Singapore consumers
hold the brand accountable for the
content that appears next to ads
61%
63%
65%
66%
68%
68%
72%
86%
Canada
United States
Germany
Japan
Singapore
United Kingdom
France
Indonesia
% of consumers who hold brands accountable…
Singapore Edition
Marketers and brands need to take greater responsibility
13
Singapore Edition
Accuracy & Precision
Accuracy & Precision
2004 2006 2008 2010 2012 2014 2016 2018 2020E 2022E 2024E
20050.1 ZB
20102 ZB
201512 ZB
202047 ZB
2025E163 ZB
Defining Quality of Content Using Brand Safety/Risk Metrics
Source: International Data Corporation (IDC)
14
Defining content quality can be difficult, with content generation growing at a higher rate more than ever. Using Brand Safety / Risk metrics to measure content quality is a good place to start.
-Data in zettabyte (ZB)
Singapore Edition
Therefore, it’s important for marketers and brands to take control while keeping your consumer in mind
ADULT ALCOHOL GAMBLING HATE SPEECH ILLEGAL DOWNLOADS
ILLEGAL DRUGS
OFFENSIVE LANGUAGE
VIOLENCE
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Consider what is suitable for your target market as this could vary across different audiences
VERY HIGH
MODERATE
VERY LOW
HIGH
LOW
Singapore Edition
Key takeaways
16
Singapore Edition
17
Content quality mattersThe content environment where digital ads are placed is important to consumers and can help build better connections with your audience.
Source: The Ripple Effect Online Survey, IAS September 2019
Singapore Edition
High quality content drives engagementMore consumers would engage with online ads if it is surrounded by high quality content.
Source: The Ripple Effect Online Survey, IAS September 2019
18
Singapore Edition
Low quality content has consequencesPlacing ads in low quality environments can cripple consumer’s perception of your brand and can even result in consumers to stop using your products.
19
Source: The Ripple Effect Online Survey, IAS September 2019
Singapore Edition
Marketers need to take responsibilityConsumers hold Marketers and Brands ultimately accountable for the content that appears next to their ads.
Source: The Ripple Effect Online Survey, IAS September 2019
20
Singapore Edition
Think of brand safety with the consumer in mindTake responsibility for the content that surrounds your ads, and control for what is suitable for your consumers.
Source: The Ripple Effect Online Survey, IAS September 2019
21
Singapore Edition
Thank you
22
Questions or looking for solutions? Speak to us today.
For the latest digital media quality trends, case studies and updates, visit the IAS Insider- Southeast Asia Edition
Singapore Edition
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