Here’s a sneak peek at what we found:

– 84% of consumers think brands should make a concerted effort to place ads around content that promotes diversity

– 77% of Brits believe that brands have a responsibility to reflect our modern culture

– 72% of consumers say that diversity is crucial for the future of their society

Download the IAS Why the future must be inclusive study and discover why diversity matters in advertising and how inclusive messaging makes a difference in effective marketing.

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Identify the contextual pairings that consumers want to see from your brand

Consumers prefer context (we would know — we went straight to the source to find out). But not all contextual pairings are equal. As marketers map out their targeting strategies, it’s crucial to know the ideal contextual links that lead to higher engagement and positive receptivity among consumers.

In our latest research, IAS dives into the motivations behind consumer preferences for contextually relevant ads, uncovering what consumers consider to be effective contextual links — and what this means for your brand.

Here’s a sneak peek at what we found:

• 64% of consumers say contextually relevant ads are more likely to feature products they want or need
• 35% of consumers say that it’s annoying to see unrelated ads
• 16% lift in engagement with ads that are placed alongside relevant content

Amplify your brand message to consumers who want to hear it. Download the research, Undercover Context, to find out how you can optimize data-backed contextual pairings to reach targeted consumers and fuel outcomes.

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But when it comes to fueling sales, how crucial is consumer engagement? And is there a way for marketers to optimise digital ad campaigns for amplified attention?

IAS partnered with Catalina to drive sales for a major CPG brand using display ads in both mobile and desktop environments. In this study, we used a test versus control methodology to understand how viewability and time-in-view impact return on ad spend (ROAS) and sales lift.

Here’s a quick look at what we found:

– 3.3%: Sales lift in the exposed test group rose 3.3% from the unexposed control group sales

– 74%: of incremental sales from the exposed test campaign were driven by the in-view audience

– 180%: ROAS tripled for the in-view group when comparing in-view vs. not in-view

When it comes to maximizing sales lift, attention is everything. Download Driving Outcomes with Viewability & Attention to learn how time-in-view drives consumer attention — leading you to better outcomes.

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IAS ran an online survey among UK consumers to gauge their perception on the importance of environmental causes and brand responsibility. This research reveals how consumers’ thoughts on sustainable practices impact purchase behaviour and their expectations for brands that support these causes.

Top highlights:
* 93% of UK consumers plan to do more to support environmental causes
* 94% of UK consumers believe that brands should play a role in advocating for environmental causes
* 76% of UK consumers are more likely to have a favourable view of brands that advocate for environmental causes
* 64% of UK consumers have encountered online content that contains misinformation regarding climate change and sustainability

Download the research for the full report.

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In fact, nearly 9 in 10 back-to-school consumers plan to do their shopping online, giving marketers the chance to make a huge digital impact. In our latest study, IAS surveyed students and parents of students to understand consumer shopping behaviour and ad experiences leading up to the back-to-school season.

Here’s a sneak peek of what we discovered:

– 93% of back-to-school consumers find it important that ads they see are relevant to the content they are viewing

– 72% of back-to-school consumers typically consume back-to-school content on social media

– 60% of back-to-school consumers find online advertising helpful in making their purchasing decisions

Download Back-to-School Advertising Agenda to explore the consumer behaviors that digital marketers should consider to ensure they’re capitalizing on the start of a new school year.

The post How context impacts the back-to-school consumer shopping experience appeared first on Integral Ad Science.

Data privacy is experiencing a major evolution. Cookies are on their way out, Apple device IDs are soon-to-be no more — and these are just a few of the impending data changes that the digital world is expecting. In fact, amidst these shifts, online privacy is a growing concern for consumers too, with 67% saying they’re more vigilant than ever when it comes to their data. 

In this report, IAS partnered with YouGov and a top market research firm to survey both consumers and digital media professionals to understand their thoughts and expectations regarding upcoming online data policy changes. Diving deeper, this research identifies key strategies for advertisers to implement in this new era of privacy — and media quality is at the forefront. 

Here’s a preview of what we found:

• 99% of consumers agree that online privacy is important when browsing online
• 66% of consumers are likely to visit a brand or product’s website after being served a targeted advertisement
• 51% of media experts say that media quality will become more important to ensure the right audiences are being reached

Download the research, The Future of Privacy-First Advertising, to get a pulse on how consumers view their online privacy, and why industry experts think media quality is the solution for tackling evolving data policies.

The post The Future of Privacy-First Advertising: Uncovering what’s next for ad targeting — and how marketers can deliver appeared first on Integral Ad Science.

Did you know that 60% of the UK population listens to digital audio every week? When it comes to consumers’ listening habits, it’s time to face the music – audio is evolving, and the advertising industry is following suit.

So as audio skews even more towards digital, how can advertisers best follow the ears of consumers and ensure media quality in their digital audio ad placements?

In our latest research, IAS partnered with YouGov to understand media experts’ perceptions on the current state of digital audio advertising and determine areas of opportunities for media quality in audio. Here’s a sneak peek at what we found:

• 93% of media experts are likely to use a form of digital audio advertising
• 63% of media experts see audio as both a brand and a performance driver
• 87% of media experts are concerned about ad fraud in audio

Download the full research, Amplifying Media Quality in Digital Audio, to find out how media experts are approaching the rise of digital audio – and how this growing format can turn up the opportunities for your brand.

Access the research now.

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Contextual relevance is one of the industry’s hottest topics, and it’s clear why. In a digital landscape that seems like a revolving door for content, context can be the key to driving awareness for your brand. In order to prove that, we wanted to directly capture the correlation between context and consumer attention.

So we went straight to the source.

In our latest research, IAS partnered with Tobii Pro Insight and HP to track consumer eyesight to investigate firsthand how HP ads perform when in-context versus out-of-context. We compared the effectiveness of one HP ad alongside two different content environments to see how attention and outcomes differ between in- and out-of-context display ads.

Here’s a sneak peek at what we found:

• +14%: Purchase intent was 14% higher among consumers who viewed the in-context ad
• +5%: Consumers reported a 5% increase in favorability toward HP after seeing the in-context ad
• 4x: When unaided by a list, consumers were four times more likely to remember HP after seeing an in-context ad vs. out-of-context ad

Context is powerful – you just have to see for yourself. Download the research, Ad Context & Attention, to learn how contextually relevant ads can eliminate distractions and lead you to better outcomes.

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So considering the dangers that misinformation presents for the digital landscape, how can advertisers proactively protect their campaigns against this growing threat?

In our latest research, IAS partnered with YouGov to uncover the challenges that misinformation, disinformation, and fake news pose on digital media strategies. Our research found:

– 63% of media experts report high or very high levels of concern about the spread of misinformation
– 73% of media experts agree or strongly agree that ad buyers and sellers must actively avoid misinformation
– 42% of media experts are concerned about the impact on their company’s reputation in the event of an adjacency near misinformation

Download the full research, Misinformation & Media Quality, to explore the actions that digital media experts are taking to protect their campaigns against the growing threat of misinformation.

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