IAS-消费者对冠状病毒：广告相邻性的考虑报告（英文）-2020.3.pdf

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1、CoronavirusAdAdjacencyAMARKETERSTUDYMarch2020CoronavirusAdAdjacencyStudyobjectivesanddesignIASrananonlinesurveytodeterminemarketerFielddateperceptionsconcerningMarch2020coronaviruscontent.Morespecifically,thisstudyParticipationaimstounderstandhown=200USmarketersareperceivingMarketersc

2、oronavirusadadjacenciesinthisunfoldingsituation.Statisticallysignificantdifferencesarecalculatedat95%confidenceinterval.2TheCoronavirussituationisshiftingmarketeradjacencyconsiderations61%ofmarketerssaythattheCoronavirussituationischangingthetypesofcontenttheyarecomfortableadvertising

3、alongsideQ:IsthecurrentCoronavirusnewschangingthetypeofcontentyouarecomfortableadvertisingalongside?3TheCoronavirussituationisshiftingmarketeradjacencyconsiderations49%ofmarketerswouldbe“concerned”iftheiradappearednearcoronaviruscontentonlineQ:Wouldyoubeconcernedifanadforyourbrandappe

4、arednearCoronaviruscontentonline?4TheCoronavirussituationisshiftingmarketeradjacencyconsiderations68%ofmarketersareactivelytakingactiontoprotecttheirbrandsfromunsuitablecontentQ:Isyourcompanyactivelytakingaction(e.g.usingbrandsafetysolutions)toprotectyourbrandfromunsafecontentonline?5

5、AlotofCoronavirusnewsisad-supportedandMarketersbelieveconsumerperceptionofadjacenciesismixed32%62%ofmarketersbelieveconsumersofmarketersbelievethatfeellessfavorabletowardconsumersentimenttowardthebrandswithadsadjacenttobrandisunchangedCoronaviruscontentQ:Ifagivenbrand'sadappearednextt

6、oCoronaviruscontent,howdoyouthinkchangesconsumersentimenttowardthatbrand/product?6AlotofCoronavirusnewsisad-supportedandthereismixedbehaviorandperceptionrelatedtotheseads20%53%ofmarketerssaythatitisofmarketerssaythatsuitabilityunsuitableforbrandstoappearofcoronaviruscontentnearCoronav

7、iruscontentadjacencies“dependsonthebrand”Q:Asamarketingprofessional,doyoubelieveCoronaviruscontentisunsafeforbrandstobeadjacenttoonlineenvironments?7MarketersbelievesomeadcategorieshavegreaterriskforCoronaviruscontentadjacencyTravelandFood/BeverageTravel54%brandstopthelistofFood/Bever

8、age37