IAS-涟漪效应：消费者对内容质量的看法（英文）-2020.1.pdf

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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%