IAS study: 68% of Singaporeans hold brands accountable for content next to ad

Majority of Singaporean consumers (88%) find it annoying when a brand appears next to low quality content. In fact, 63% of Singaporeans say they will stop using brands that appear near low quality or unsafe content. According to the Ripple Effect study by Integral Ad Science (IAS), 66% of Singaporeans are likely to engage with ads on high quality content, and?68% of Singaporeans hold brands accountable for the content that appears next to their ads.

The annoyance of ads appearing next to low quality content is also reflected at a regional level, with poor placement driving irritation for 90% in Indonesia and 87% in Japan. In Indonesia, 79% said they will stop using brands that appear near low quality or unsafe content.?In the region, similar sentiments are echoed by 63% of Singapore consumers and 65% Japan consumers.?Globally, Indonesian consumers top the charts with 78% of them preferring to engage with ads on high quality content, and 86% of them?hold brands accountable for the content that appears next to their ads.

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Laura Quigley, IAS MD Southeast Asia, said there is an opportunity for brands to harness the dual power of tailored ads and high quality placement to drive greater brand engagement.

"However, it?s also vital to acknowledge the counterpoint. Placing ads beside low quality content has significant consequences: carrying a high risk of damage to brand perception and even revenue ? which, over time, will also impact the publisher. To ensure online ads drive the right attention and outcome, relevant content and the suitable context must be a top priority," she added.

The correlation of ad quality environment and consumer favourability supports biometric research conducted by IAS earlier this year titled "The Halo Effect".??As part of an investigation into "The Halo Effect", the neurological research found that the context that advertising is placed in makes a substantial difference to how ads are perceived. The advanced biometric analysis showed ads viewed in high quality mobile web environments were found to be 74% more likeable and fuelled 30% higher memorability; signalling the need for marketers to consider the full context instead of purely the creative and audience.

Integral Ad Science?s "Ripple Effect" study ran across the US, Canada, UK, France, Germany, Japan, Indonesia, and Singapore markets to determine consumer perceptions on ad relevance and content quality. It surveyed a general population sample of male and female consumers, between 18 and 65+ from August to September 2019, to understand consumers? reception towards brand changes in relation to the environment in which ads run.

(Photo courtesy: 123RF)