IAS-消费者对冠状病毒：广告相邻性的考虑报告

1、Coronavirus Ad AdjacencyMarch 2020A MARKETER STUDY2Coronavirus Ad AdjacencyStudy objectives and designIAS ran an online survey to determine marketer perceptions concerning coronavirus content.More specifically, this study aims to understand how marketers are perceiving coronavirus ad adjacencies in

2、this unfolding situation.Field dateMarch 2020Participationn= 200 USMarketersStatistically significant differences are calculated at 95% confidence interval.361%The Coronavirus situation is shifting marketer adjacency considerationsof marketers say that theCoronavirus situation is changing the types

3、of content they are comfortable advertising alongsideQ: Is the current Coronavirus news changing the type of content you are comfortable advertising alongside?449%The Coronavirus situation is shifting marketer adjacency considerationsof marketers would be “concerned” if their adappeared near coronav

4、irus content onlineQ: Would you be concerned if an ad for your brand appeared near Coronavirus content online?568%The Coronavirus situation is shifting marketer adjacency considerationsof marketers are actively taking action to protect their brands from unsuitable contentQ: Is your company actively

5、taking action (e.g. using brand safety solutions) to protect your brand from unsafe content online?6A lot of Coronavirus news is ad-supported and Marketers believe consumer perception of adjacencies is mixedof marketers believe consumers feel less favorable toward brands with ads adjacent to Coronav

6、irus contentQ: If a given brands ad appeared next to Coronavirus content, how do you think changes consumer sentiment toward that brand/product?32%62%of marketers believe thatconsumer sentiment toward the brand is unchanged7A lot of Coronavirus news is ad-supported and there is mixed behavior and pe

7、rception related to these adsof marketers say that it isunsuitable for brands to appear near Coronavirus contentQ: As a marketing professional, do you believe Coronavirus content is unsafe for brands to be adjacent to online environments?20%53%of marketers say that suitability of coronavirus content

8、 adjacencies “depends on the brand”8Marketers believe some ad categories have greater risk for Coronavirus content adjacencyTravel and Food/Beverage brands top the list of verticals that marketers believe shouldnt be adjacent to Coronavirus content.Q: What types of brands do you believe shouldnt be

9、near Coronavirus content?54%37%34%32%31%TravelFood/BeverageBanking / Finance /InsuranceAutomotiveRetail9While other ad categories are perceived as favorable matches for Coronavirus adjacencyHealth/Pharma and Government organizations top the list of verticals that Marketers do want to see adjacent to

10、 Coronavirus content.Q: What types of brands do you *want* to see near Coronavirus content?55%47%35%29%Health & PharmaceuticalGovernmentNot-for-profitTech/Teclo10Key takeaways1Marketers are shifting their perception of what content is suitable to be next to during this time.2Marketers are split with

11、 approximately half reporting to be concerned about their brand appearing near coronavirus content.3Most Marketers are proactively taking action to protect their brand from unwanted ad adjacencies4Travel, Food/Beverage and Finance are the categories that marketers most believe shouldnt be adjacent to Coronavirus content.5Health/Pharma and Government organizations are the ad categories that Marketers believe are an appropriate match for Coronavirus content.Thank youIAS would like