Research Archives - Integral Ad Science

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.

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RESEARCH: Brand Safety in Singapore – A Consumer Report

Sinead Canny — Mon, 27 May 2024 02:59:05 +0000

Brand safety remains a priority for marketers across the globe. Between a rapidly evolving media landscape and booming content growth, marketers are increasingly invested in protecting their brand’s reputation and allocating media budgets toward content that minimises the risk to their brand.

The objective of this study is to uncover what Singaporean consumers regard as brand safe/unsafe content and also to understand the impact the ad environment has on their perceptions of brands and their advertising.

The report looks at three specific areas:

Appropriate and inappropriate content
Perceptions of Brands and Advertising
Safety in Journalism and News

Key Takeaways include:

91% of Singaporean consumers say that it is important to them that the content surrounding online ads is appropriate
83% of Singaporean consumers say that brands are responsible for the content surrounding their ads
84% of Singaporean consumers say it is important to them that ad funding supports responsible journalism

Download the full research report here today

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WHITE PAPER: Master the Art of CTV Monetization

IAS Team — Mon, 06 May 2024 21:24:27 +0000

Build superior ad breaks and drive yield on CTV

In the era of streaming, the demand for content has soared to unprecedented levels. However, viewers often face a barrage of repetitive and poorly-timed ads that fail to align with their preferences, leaving them yearning for a more engaging experience.

In this white paper, Publica by IAS deep dives into key ways publishers can curate quality viewing experiences and empowers streaming publishers with a strategic blueprint to elevate CTV revenue while creating superior ad breaks.

In this white paper, you’ll learn:

How to curate exceptional CTV ad breaks
Linear TV ad break best practices that can be applied to FAST and AVOD services to maximize CTV yield
What CTV ad server attributes are required to deliver a quality viewing experience

Publica by IAS is the CTV ad server that helps publishers grow advertising revenue, build linear-like TV ad breaks, and improve viewers’ streaming experiences. Download the white paper now to learn more.

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WHITE PAPER: The Rise of Responsible Media

IAS Team — Tue, 09 Jan 2024 13:00:00 +0000

How the interconnectivity of parents, advertisers, and publishers can promote a safer internet

The internet can be a precarious place. Between political uncertainty, regional conflict, technological innovations, and so much more, it’s difficult for advertisers, publishers, and consumers to navigate unpredictability in online spaces.

Parents in particular face the challenge of protecting their children from harmful or inappropriate content — but this responsibility falls on the advertising industry too. In a dicey digital world, how are advertisers and publishers promoting a safe, ethical internet to ensure the long-term health of the digital ecosystem?

In our latest white paper, The Rise of Responsible Media, IAS dives into the importance of adopting a responsible media framework and how the interconnectivity of parents, advertisers, and publishers can make the internet safer.

Here’s a sneak peek at key findings:

98% of parents say it is important to have a conversation with their children about the safety of online content
77% of parents say publishers should be concerned about the well-being of their audience
72% of parents say brands have a moral imperative to advertise responsibly

This white paper also details key best practices for both advertisers and publishers to enhance responsible media strategies across campaigns, like IAS’s Context Control, DEI segment optimization, and more. As we continue to innovate for the future, the feedback and needs of our customers remain a top priority. IAS is working to deliver responsible media products like kids content avoidance on social media platforms by H1 to empower brands to advertise responsibly.

A responsible media framework is a critical step forward in working toward long-term safety for your brand as well as a safer internet for consumers and their families. Download the white paper now to find out why.

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RESEARCH: The Attention Payoff

IAS Team — Mon, 20 Nov 2023 13:00:00 +0000

Exploring the perception and future outlook of attention measurement and optimization in digital media

All eyes are on attention. Although it’s one of the most widely discussed topics in digital media, marketers remain divided on how to properly harness it. Attention scores, methodologies, and key performance indicators are increasingly diversified — so how can marketers best measure and optimize their campaigns for higher attention?

IAS partnered with YouGov to assess the current state, perceptions, and future outlook of attention measurement and optimization in digital media. In this study, we surveyed U.S. digital media experts from both the buy- and sell-side to reveal the most important KPIs tracked by attention users and shed light on the business results and success rates attributed to attention strategies.

Here’s what we discovered:

83% of media experts think it’s important for their company to have an attention strategy
79% of media experts report substantial improvement in revenue opportunity since implementing an attention strategy
78% of attention measurement users are prepared to evolve to optimization in the next 12 months

Download the research, The Attention Payoff, to uncover the current state of attention and understand how your brand can be measuring and optimizing it to reach superior results.

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