Research Archives - Integral Ad Science

3 Things Marketers Must Know About Emerging Media

IAS Team — Fri, 26 Jul 2024 12:00:00 +0000

Retail media, digital audio, and virtual reality are growing in popularity. Where should you start?

Digital media never stands still. Staying ahead of the curve is crucial for marketers. As new forms of media emerge, they bring both challenges and opportunities. Emerging media channels in particular are skyrocketing in popularity across the globe, compelling advertisers and agencies to consider these channels in their media budgets.

Why is everyone talking about emerging media?

The buzz surrounding emerging media is impossible to ignore. From retail media platforms and gaming to virtual reality and augmented reality (VR/AR) experiences and digital audio, emerging media channels are reshaping how brands connect with their audiences. But what exactly is driving all this excitement, and why should marketers pay attention?

Diverse engagement opportunities

Emerging media offers a diverse array of engagement opportunities that traditional channels simply can’t match. By leveraging emerging media, brands can build stronger and more meaningful relationships with their customers.

Engagement metrics such as click-through-rates, dwell time, and social shares provide valuable insight into consumer behavior and preferences, allowing marketers to refine their strategies for maximum impact. Ultimately, emerging media not only improves customer engagement but also drives brand loyalty and advocacy through innovative and personalized experiences that resonate with today’s digitally savvy consumers.

Evolving consumer behavior

Consumer behavior is constantly evolving, driven by technological advancements and changing societal norms. Media experts cite dwindling consumer trust as a top concern for advertising on social media and other traditional channels. Today’s consumers demand seamless, personalized experiences from brands. Emerging media channels not only meet these expectations but also anticipate future trends, providing marketers with the opportunity to stay ahead of the curve and connect with their audience in meaningful ways.

As the conversation around emerging media continues to intensify, marketers are increasingly drawn to the unique opportunities these platforms present. From expanding reach through innovative channels to leveraging advanced targeting capabilities, emerging media is reshaping the advertising landscape in profound ways.

Emerging media channels offer distinct advantages that traditional advertising methods often cannot match.

Here are three essential aspects marketers need to know before investing in emerging media.

1. Future-focused marketers are including emerging media in their ad budgets

Marketers are increasingly focusing on advertising through emerging media channels to stay competitive and engage with their target audiences effectively. Over 85% of marketers have already ventured into advertising on emerging media channels, recognizing the opportunities these platforms offer to reach and connect with modern consumers. Looking forward, 69% of marketers are planning to ramp up their investments specifically in virtual reality (VR) and retail media networks within the coming year. This proactive stance reflects a strategic approach to leveraging cutting-edge technologies and expanding reach across innovative platforms.

In today’s dynamic and competitive landscape, staying ahead of the game is crucial. Marketers are constantly challenged to achieve more impactful results with constrained budgets and resources. As such, 42% of marketers prioritize the potential for technological innovation when evaluating whether a new media channel is ready for investment. This forward-thinking mindset ensures that investments align not only with current consumer behaviors but also with future trends in digital engagement and advertising effectiveness.

By embracing emerging media channels and harnessing the power of technological advancements, marketers can not only enhance their brand visibility but also foster deeper connections with their audiences. This strategic shift toward innovative platforms underscores the industry’s commitment to evolving alongside consumer preferences and technological advancements, ultimately driving growth and competitive advantage.

2. Marketers must consider media quality, inventory, and performance factors when investing in emerging media

As the digital landscape continues to expand, so does the array of channels available for marketers to reach their target audiences. Emerging media channels, including digital audio, gaming, and virtual reality, offer unique opportunities for brand exposure and engagement. However, investing in these new avenues requires a strategic approach to ensure resources are allocated effectively.

Media quality is more important than ever

64% of marketers look to media quality as a top consideration for advertising on emerging media channels. Ensuring high media quality is paramount when venturing into emerging media. This involves selecting ad placements that guarantee high viewability and relevance. Ads should appear in prominent positions where they are likely to be seen by the target audience, ensuring that the surrounding content aligns with the brand’s values to maintain a safe advertising environment.

Collaborating with reputable publishers known for delivering high-quality traffic and engagement is also essential. Quality media placements help in building brand credibility and ensuring that advertising efforts resonate with the intended audience.

Optimize inventory for maximum impact

Effective inventory management is crucial for maximizing the reach and impact of campaigns in emerging media. 68% of marketers look at inventory factors as a top consideration for advertising on emerging media channels. Inventory considerations include the potential for future technological innovation on the channel, as well as the availability of interactive ad formats and price of inventory. Diverse inventory that provides broad reach across different channels and platforms maximizes exposure and engagement opportunities.

Ad performance is a top factor for consideration

It’s no surprise that six-in-10 marketers look to performance factors as top considerations of advertising on emerging media. These factors involve evaluating the cost per acquisition and return on investment to ensure media spend is justified by the results. Monitoring engagement metrics such as click-through rates, conversion rates, and overall engagement levels also helps marketers assess ad effectiveness.

By carefully considering these three factors (media quality, inventory, and performance), marketers can make informed decisions about their investments in emerging media, increasing the impact of their marketing efforts while mitigating potential risks like low-quality inventory and fraudulent activity.

3. Measurement and optimization solutions are critical when deciding to invest in emerging media

No digital advertising campaign is complete without the actionable data to match — especially on emerging media channels. A substantial 52% of marketers prioritize the measurement of invalid traffic, aiming to ensure that their advertising budgets are protected from fraudulent activities that could skew performance metrics and waste resources. Marketers also place importance on contextual avoidance and targeting within digital audio, ensuring that ads are placed in safe, appropriate contexts to enhance relevance and effectiveness.

Attention measurement is also climbing the ranks as a top consideration, with marketers commonly turning to this metric on both digital audio and gaming platforms. On the latter channel, 44% of marketers consider high-risk content identification a must, considering the fact that gaming content can often be risky.

These metrics, and the ability to optimize toward them, underscore the growing emphasis on accountability and effectiveness in the realm of emerging media investments, guiding marketers toward informed decision-making and superior business results.

Stay ahead of the curve with IAS

The buzz around emerging media is well-deserved. Its ability to reach vast audiences, offer innovative advertising formats, adapt to trends, and foster authentic consumer connections makes it a powerful tool in the modern marketer’s arsenal. As the digital landscape continues to evolve, staying informed and embracing emerging media will be key to achieving marketing success.

Download IAS’s Emerging Media Outlook to find out more on:

How expert marketers determine if a media channel is ready for investment
Where marketers plan to increase investments this year
What common barriers prevent marketers from investing in emerging media

Gain insights from industry leaders and make informed decisions for your next campaign — download the study today and learn more about our emerging media partnerships.

The post 3 Things Marketers Must Know About Emerging Media appeared first on Integral Ad Science.

Taking Action on Attention: Volume II

IAS Team — Thu, 11 Jul 2024 12:00:00 +0000

Deep dive into the impact of attention on ad performance

Attention continues to be a crucial focus in the digital media landscape. As marketers aim to capture and maintain consumer interest, the methods and metrics for measuring this elusive concept have evolved. While traditional metrics like viewability have provided a foundation, it’s clear that a holistic approach to measuring attention is essential for driving meaningful results.

To better understand how attention is related to performance, Integral Ad Science (IAS) conducted extensive research, incorporating data from billions of impressions and millions of conversion events.

Download Taking Action on Attention: Volume II to find out:

How attention metrics differ from traditional engagement metrics
The impact of high attention scores on conversion rates
Insights into consumer behavior and interaction with ads
Strategies for optimizing ad campaigns using attention metrics

DOWNLOAD WHITE PAPER

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RESEARCH: Emerging Media Outlook

IAS Team — Thu, 06 Jun 2024 12:00:00 +0000

How marketers are planning for and investing in digital media's newest channels

The digital landscape evolves every day — and marketers, whether we like it or not, are forced to follow. As new media channels gain traction, marketers often shift their plans, and their budgets, without knowing if it’s worth the investment.

So is jumping onto the latest digital trend worth the gamble?

In this study, IAS and YouGov partnered together to take a close look at marketers’ investment plans in emerging media channels, including virtual and augmented reality, retail media, digital audio, and gaming. Plus, we examine what may be preventing marketers from investing in these channels — and what can be done about it.

Download IAS’s Emerging Media Outlook study to find out:

Where a majority of marketers plan to increase investments this year
How expert marketers determine if a media channel is ready for investment
What barriers are preventing marketers from advertising on emerging media

Forge the future of digital media with IAS and drive superior results on any emerging digital media channel. Download the Emerging Media Outlook study today to find out how.

The post RESEARCH: Emerging Media Outlook appeared first on Integral Ad Science.

RESEARCH: The State of Brand Safety

IAS Team — Wed, 24 Jan 2024 13:00:00 +0000

Exploring consumer perception of appropriate online content and misinformation

The amount of online content that consumers deem inappropriate is growing — and brands are being held more accountable for ad placement than ever before. In a digital landscape where an ad’s surrounding content can make or break consumers’ perception of a brand, what can marketers do to avoid risky content and increase trust and favorability among consumers?

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’ perceptions of brands and their advertising. Plus, we deep dive into what consumers think of brands supporting quality journalism versus misinformation

Key findings include:

92% of UK consumers say it’s important to them that the content surrounding online ads is appropriate
80% of UK respondents feel less favourable toward a brand that advertises near inappropriate content
More than half of consumers say that they are more likely to purchase a product or service when a brand’s ad appear near appropriate content

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’s engagement, favourability, and loyalty.

Harness IAS brand safety and suitability tools to build trust with consumers and drive superior results today.

Download the study to get started.

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RESEARCH: The Sound of Suitability

IAS Team — Tue, 03 Oct 2023 11:59:00 +0000

How consumers perceive and interact with brand suitable ads on digital audio platforms

Digital audio advertising is growing at the speed of sound. Marketers are investing in digital audio — in fact, ad spend in the space is expected to surpass $7.5 billion in 2024, putting it on track to be one of the fastest growing channels for media investment.

But as audio advertising grows, so will threats to your brand. And it’s critical for marketers to understand how these emerging threats to media quality impact consumers’ engagement with and perception of brands that advertise on digital audio platforms.

In our latest research, Integral Ad Science surveyed consumers to uncover how they think about brand suitability and risk for different types of digital audio content, including both music and podcasts. Plus, we explored how ad adjacency to risky content impacts brand favorability and purchase intent.

Here's a quick look at what we found:

81% of U.S. internet users listened to a digital audio platform in the last 12 months
51% of digital audio listeners say it’s important that ads are relevant to the surrounding digital audio content
25% of digital audio listeners say they would avoid purchasing from a brand that advertises near unsuitable audio content

As digital audio grows, don’t let your brand get caught in the noise. Invest in digital audio that keeps your brand safe and drives results. Download the research to find out more.

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RESEARCH: The Mind on The Stream

IAS Team — Tue, 19 Sep 2023 12:00:00 +0000

A neuro-investigation into the human brain and CTV advertising

Connected TV (CTV) has completely changed the way we watch — and monetize — TV. Consumers can watch on their own time, and marketers can choose from more granular targeting and placement methods than ever before. Despite these innovations, viewers are left unsatisfied with irrelevant, disruptive ads that negatively impact their viewing experience.

Marketers and publishers alike are still searching for best practices to drive performance while simultaneously satisfying audiences. In the quest to understand advertising on CTV, IAS and Neuro-Insight set out to identify new ways to leverage the strengths of CTV content classification — straight from the human brain. In this first-of-its-kind neurostudy, we explore how marketers can increase brand impact on CTV through tone, context, and frequency.

Surveys can only tell us so much. Brain activity tells us everything. So what kinds of CTV ads really resonate with consumers?

Here’s a quick look at what we discovered:

Unrelated ads break viewers’ neuro-state
Repeated ad viewing leads to higher connection, but lower interest
Context-matched ads are highly memorable and relatable to viewers

Use the power of science to increase brand impact and drive superior results. Download the research to learn more.

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