欢迎来到天天文库
浏览记录
ID:55213482
大小:3.94 MB
页数:24页
时间:2020-05-11
《IAS-涟漪效应:消费者对内容质量的看法(英文)-2020.1.pdf》由会员上传分享,免费在线阅读,更多相关内容在行业资料-天天文库。
1、TheRippleEffectConsumerperceptionsoncontentqualityObjectivesandMethodologyTheRippleEffectsurveyresults2TheHaloEffectStudy:ARefreshInMayof2019,IASranastudytodeterminehowadsareperceiveddifferentlyinhighandlowqualityenvironments.AdsseenonhighqualityAudiencesonhighqualityCampaignsonhighqualit
2、ysitesareperceivedtobesitesshowedsitesstandtobenefitfrom74%20%30%morehighergreaterlikeableengagementmemorabilitythanthesameadsseenonthanonlowdrivenbybrandlowqualitysitesqualitysitessuitablecontent3TheRippleEffect:StudyobjectivesanddesignIASrananonlinesurveyacrossmultiplemarketstodetermine
3、consumerperceptionsofadrelevancyandcontentquality.Wewantedtounderstandhowbrandsareperceivedinrelationtotheenvironmentwheretheiradsrun.FIELDDATESAugust/September2019(StaggeredbyMarket)GeneralPopulationsampleacrossmultiplemarketsMarketcoverage:Demographics:GermanyGenderUnitedStatesAgeJapan•
4、MaleCanada•18-24Indonesia•FemalePARTICIPATIONUnitedKingdom•25-34SingaporeFrance•35-44•45-54•55-64•65+Definitions:HighQualityContent:lowbrandrisk,contentfromestablishedandtrustedpublishersLowQualityContent:moderatebrandrisk,unsafecontent,excludesexplicitadultandviolentcontentStatisticallys
5、ignificantdifferencesarecalculatedat95%confidenceinterval.4FindingsTheRippleEffect5ContentqualitymattersThecontentenvironmentwheredigitaladsareplacedisimportanttoconsumers.83%ofU.S.consumersconsideritimportantwhereadigitaladisplacedSource:TheRippleEffectOnlineSurvey,IASSeptember20196Conte
6、ntqualityandadrelevanceareequallyimportantThequalityofcontentthatadsareplacedinisjustasimportanttoconsumers,ifnotmore.83%80%ofU.S.consumersconsiderofU.S.consumersciteitimportantthattheadsthatitisimportantfortheyseeareplacednexttoadstobepersonallyhighqualitycontentrelevantSource:TheRippleE
7、ffectOnlineSurvey,IASSeptember20197ContentqualityandadrelevancecangohandinhandThereisanopportunitytobuildbetterconnectionswithconsumersbymessagingthemwithrelevantads,aswellasensuringadswillbeseennexttohighqualitycontent.Importanceofadrelevanceandcontentquality93%90%
此文档下载收益归作者所有