The objective of this study is to uncover what Indian 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:

• 93% of Indian consumers say that it is important to them that the content surrounding online ads is appropriate
• 85% of Indian consumers say that brands are responsible for the content surrounding their ads
• 90% of Indian consumers say it is important to them that ad funding supports responsible journalism

Download the full research report here today

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The objective of this study is to uncover what Thai 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:

• 85% of Thai consumers say that it is important to them that the content surrounding online ads is appropriate
• 71% of Thai consumers say that brands are responsible for the content surrounding their ads
• 83% of Thai consumers say it is important to them that ad funding supports responsible journalism

Download the full research report here today

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In our latest consumer research, we wanted to prove that embedding best practices in line with your organisation’s DEI values are not only the right thing to do, but diversity in advertising also demonstrably impacts consumer sentiment, receptivity and purchase behaviour.

Here’s a sneak peek at what we found:
– 81% of consumers think brands should make a concerted effort to place ads around content that promotes diversity
– 75% of Australians believe that brands have a responsibility to reflect our modern culture
– 76% 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.

The post Australia Research: Why the future of marketing must be inclusive appeared first on Integral Ad Science.

In our latest consumer research, we wanted to prove that embedding best practices in line with your organisation’s DEI values are not only the right thing to do, but diversity in advertising also demonstrably impacts consumer sentiment, receptivity and purchase behaviour.

Here’s a sneak peek at what we found:
– 88% of consumers think brands should make a concerted effort to place ads around content that promotes diversity
– 81% of Singaporeans believe that brands have a responsibility to reflect our modern culture
– 81% 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.

The post Singapore Research: Why the future of marketing must be inclusive appeared first on Integral Ad Science.

However, misinformation surrounding climate change is ripe, and consumers are demanding more from advertisers and publishers.

IAS ran an online survey among Australian 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:

• 92% of AU consumers plan to do more to support environmental causes
• 90% of AU consumers believe that brands should play a role in advocating for environmental causes
• 70% of AU consumers are more likely to have a favourable view of brands that advocate for environmental causes

To download the full report, simply fill out your details in our form.

The post Research: Sustainability & Advertising appeared first on Integral Ad Science.

As consumers turn to the nearest screen to do their festive shopping, advertisements certainly play a part in helping them research products and find the best deals. But marketers should be aware that festive shoppers have their preferences when it comes to the ads they see as they browse the web.

So, how can marketers optimise festive ad campaigns to influence consumer purchase decisions?

In this study, IAS asked consumers in India about their perception of digital advertising during the festive season. Additionally, this research highlights how contextual relevance plays a role in the way consumers shop leading up to the festivities.

Here’s a sneak peek at what we found:

• 97% of consumers consider online advertising helpful in finding products and promotions
• 85% of consumers will do most or all of their holiday shopping online
• 96% of consumers will maintain or increase their shopping budget this year

Download our latest research, Festive Buying Goes Digital in India, to understand how context can help you reach your ideal consumers this holiday season — and beyond.

The post How Digital Advertising and Contextual Relevance Influence Festive Shopping in India appeared first on Integral Ad Science.

Contextual targeting 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.

The post Ad Context & Attention: The impact of contextually relevant ads on attention and outcomes appeared first on Integral Ad Science.

Did you know that two-thirds of the U.S. 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.

The post Amplifying Media Quality in Digital Audio appeared first on Integral Ad Science.

Misinformation continues to be an ominous concern looming over the digital landscape. Media professionals are becoming increasingly uneasy about the spread of misleading content – in fact, experts flag it as the most concerning of all media quality threats.

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.

The post Misinformation & Media Quality: How fake news impacts the digital advertising industry appeared first on Integral Ad Science.

The report explores how CTV is shaping the future of digital content consumption among Australian consumers and how they feel about the ad-supported streaming experience.

Key highlights from the report advertisers need to know:

– 91% of consumers surveyed saying they stream content on CTV and 97% of CTV users have access to a paid subscription to ad-free platforms.

– 73% of Australian consumers using their connected TV to watch YouTube with ads.

– 94% of Australian consumers say there are features of the CTV ad experience that make it better than linear TV including the ability to skip ads, fewer ads and shorter ads

What’s clear is that Australian consumers have been quick to embrace CTV and streaming platforms as the future of television, and they have high expectations for ad relevance in these new digital environments.

Download our report today to learn more about understanding these latest consumer habits to plan your CTV campaigns effectively and maximise your business outcomes.

The post 94% of Australian consumers say there are features of the CTV ad experience that make it better than linear TV – IAS Study Finds appeared first on Integral Ad Science.