消费者对冠状病毒：广告相邻性的考虑报告.pdfVIP

Coronavirus Ad Adjacency A MARKETER STUDY March 2020 Coronavirus Ad Adjacency Study objectives and design IAS ran an online survey to determine marketer Field date perceptions concerning March 2020 coronavirus content. More specifically, this study Participation aims to understand how n= 200 US Marketers marketers are perceiving coronavirus ad adjacencies in this unfolding situation. Statistically significant differences are calculated at 95% confidence interval. 2 The Coronavirus situation is shifting marketer adjacency considerations 61% of marketers say that the Coronavirus situation is changing the types of content they are comfortable advertising alongside Q: Is the current Coronavirus news changing the type of content you are comfortable advertising alongside? 3 The Coronavirus situation is shifting marketer adjacency considerations 49% of marketers would be “concerned” if their ad appeared near coronavirus content online Q: Would you be concerned if an ad for your brand appeared near Coronavirus content online? 4 The Coronavirus situation is shifting marketer adjacency considerations 68% of marketers are actively taking action to protect their brands from unsuitable content Q: Is your company actively taking action (e.g. using brand safety solutions) to protect your brand from unsafe content online? 5 A lot of Coronavirus news is ad-supported and Marketers believe consumer perception of adjacencies is mixed 32% 62% of marketers believe consumers of marketers believe that feel less favorable toward consumer sentiment toward the brands with ads adj