The Ripple Effect - IAB Southeast Asia & India€¦ · The Ripple Effect: Study Objectives and...

Consumer Perceptions on Content Quality

The Ripple Effect

Singapore Edition

Objectives and Methodology

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The Ripple Effect Survey Results

Singapore Edition

The Halo Effect Study: A Refresh

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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

https://insider.integralads.com/sea/quality-casts-powerful-halo-over-advertising-perception/

The Ripple Effect: Study Objectives and Design

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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

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The Ripple Effect

Singapore Edition

High quality content drives consumer engagement

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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

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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

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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


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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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63%of Singapore consumers say that they will stop using brands that appear near low quality content

Singapore Edition


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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

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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

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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)

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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

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Singapore Edition

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Content quality mattersThe content environment where digital ads are placed is important to consumers and can help build better connections with your audience.


Singapore Edition

High quality content drives engagementMore consumers would engage with online ads if it is surrounded by high quality content.


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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.

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Singapore Edition

Marketers need to take responsibilityConsumers hold Marketers and Brands ultimately accountable for the content that appears next to their ads.


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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.


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Singapore Edition

Thank you

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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

https://insider.integralads.com/sea/contact-us/

https://insider.integralads.com/sea/

The Ripple Effect - IAB Southeast Asia & India€¦ · The Ripple Effect: Study Objectives and...

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