品牌安全报告

1、Brand Safety: 2021 Topline PerceptionsThe 614 GroupBackground & ObjectivesThe 614 GroupThe 614 Brand Safety Summit Series convenes many of the best minds in digital marketing to explore issues and solutions to brand safety in advertisingWhile both B2B and B2C studies on brand safety exist, the evolv

2、ing and complex nature of brand safety in digital advertising merits ongoing examination of consumer attitudes, comprehension and the place of brand safety in purchase decisions along with management perceptionsTo deepen the understanding of why brand safety matters, The 614 Group commissioned YouGo

3、v to field survey questions among Total US adults, affluent Americans and those in senior/upper management positionsThe survey questions were in the field March 26-29, 2021The YouGov sample of 1244 adults 18+ is representative of all US adultsConcern About Ad PlacementQuestion: In the current social

4、, political, and economic climate, are you more or less concerned about where you see brands or companies ads appear than you were two years ago?13.0%3.6%43.1%20.6%16.0%8.3%3.7%3.6%2.6%40.8%25.9%18.7%3.7%1.4%2.8%40.3%32.2%19.7%35%50%Dont knowMuch less concernedSomewhat less concernedAbout the same a

5、s alwaysSomewhat more concerendMuch More Concerned0%5%10%15%Senior/Upper Managers (Mgrs + HHI $80+)20%25%30%Total US Affluent Consumers40%45%Total US AdultsThe 614 GroupLikelihood to Make Purchase Decisions Based on Brand Ad AdjacencyQuestion: Thinking about advertising that is placed near different

6、 types of content, how likely or unlikely are you to personally decide to buy brands and companies products based on where their ads appear?11.1%12.6%16.8%24.2%30.5%16.0%17.4%10.4%20.3%14.2%28.5%21.8%35.3%18.3%40%Dont knowExtremely unlikelySomewhat unlikelySomewhat likelyExtremely likely0%5%10%15%Se

7、nior/Upper Managers (Mgrs + HHI $80+)22.7%20%25%30%Total US Affluent Consumers35%Total US AdultsThe 614 GroupAttitudes Toward Brands/Companies Ad Placements Adjacent to Content that is UncomfortableQuestion: Thinking about seeing an advertisement next to content that you personally are not comfortab

8、le with, which one of the below statements best describes how that affects your views of the company or brand that placed the ad? Please select the option that best applies. (Asked of those likely to make purchase decision base0d on ad adjacency)0.0%19.0%27.0%9.9%18.6%14.3%11.3%0.0%27.6%28.1%8.4%15.

9、4%10.4%10.2%0.0%28.8%27.2%7.8%10.5%15.0%10.6%0%30%35%OtherWhen a company or brand buys ads in content that is not in tune with my social views, I am less likely to use their productGenerally speaking, I cannot buy products from companies that support uncomfortable content by buying adsIf I already l

10、ike the company or brand, seeing an ad next to content that makes me uncomfortable does not affect meWhen a company or brand supports content that expresses political views I am not comfortable with, I am less likely to use their productI become uncomfortable about the company or brand that ran the adIt does not change my opinion of