Almost 9 out of 10 Singapore consumers find it annoying when a brand appears next to low quality content

Singapore, November 18, 2019: Integral Ad Science (IAS), the global market leader in digital ad verification, today released global insights into consumer perceptions of ads in the context of content quality. Findings reveal that seeing ads beside high quality content is important consumers whose perceptions are deeply affected by the content and environments that they experience the brand’s ads in. According to the studies, the vast majority (88%) of Singapore consumers find it annoying when a brand appears next to low quality content.

The highlights include:

High quality content drives engagement

The study indicates widespread favourability for premium quality ad placements and this is fairly consistent across markets we measured, with Singapore having the 2nd highest volume of consumers at 66% who are likely to engage with ads on high quality content. Indonesia tops the chart globally, with almost 8 out of 10 consumers preferring to engage with ads on high quality content, with over half of Japan consumers (51%) in agreement.

Low quality content has consequences

Consumer response swings in a negative direction as ad quality drops. Almost nine in ten (88%) Singapore consumers are annoyed when ads appear next to low quality content and the chances of engagement fall. Annoyance is also reflected at a regional level, with poor placement driving irritation for 90% in Indonesia and 87% in Japan.

63% of Singapore consumers say that they will stop using brands that appear near low quality or unsafe content. In the region, similar sentiments are echoed by 79% of Indonesia consumers and 65% Japan consumers.

Also impacted is the effect on brand reputation and appeal: Almost 7 out of 10 Singapore consumers hold brands accountable for the content that appears next to their ads, and brands need to take more control of where their ads appear.

“The Ripple Effect study shows there is a clear link between high quality ad quality and consumer response,” said Laura Quigley, MD Southeast Asia at Integral Ad Science (IAS). “As a positive takeaway, there is an opportunity for brands to harness the dual power of tailored ads and high quality placement to drive greater brand engagement. However, it’s also vital to acknowledge the counterpoint. Placing ads beside low quality content has significant consequences: carrying a high risk of damage to brand perception and even revenue – which, over time, will also impact the publisher. To ensure online ads drive the right attention and outcome, relevant content and the suitable context must be a top priority”.

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