Research Archives - Integral Ad Science

RESEARCH: The Attention Payoff

IAS Team — Mon, 20 Nov 2023 13:00:00 +0000

Exploring the perception and future outlook of attention measurement and optimization in digital media

All eyes are on attention. Although it’s one of the most widely discussed topics in digital media, marketers remain divided on how to properly harness it. Attention scores, methodologies, and key performance indicators are increasingly diversified — so how can marketers best measure and optimize their campaigns for higher attention?

IAS partnered with YouGov to assess the current state, perceptions, and future outlook of attention measurement and optimization in digital media. In this study, we surveyed U.S. digital media experts from both the buy- and sell-side to reveal the most important KPIs tracked by attention users and shed light on the business results and success rates attributed to attention strategies.

Here’s what we discovered:

83% of media experts think it’s important for their company to have an attention strategy
79% of media experts report substantial improvement in revenue opportunity since implementing an attention strategy
78% of attention measurement users are prepared to evolve to optimization in the next 12 months

Download the research, The Attention Payoff, to uncover the current state of attention and understand how your brand can be measuring and optimizing it to reach superior results.

The post RESEARCH: The Attention Payoff appeared first on Integral Ad Science.

How to Leverage Brand Safety & Contextual Segments this Holiday Season

IAS Team — Wed, 08 Nov 2023 20:21:50 +0000

IAS gathers campaign data to deep-dive into brand risk during the holidays

It’s official — holiday shopping has gone digital. As IAS observed prior to last year’s holiday season, more than three-quarters of consumers were planning to do most or all of their holiday shopping online. More online shoppers during the holiday season means more opportunities to advertise promotions and deals online, but increased digital advertising opportunities can also lead to higher chances of brand risk.

Brand risk rose during the 2022 holiday season

Consumers have preferences for the ads they see during the holiday season. In fact, 52% of holiday shoppers find ads more helpful on safe and reputable sites, and nearly half prefer when ads are relevant to the surrounding content.

While brand safety measurement is crucial for verifying that ads are in safe and suitable environments, brand risk can still lurk. In an observational study conducted by IAS, we saw that brand risk violations soared this time last year, peaking on October 3 at 7.9% — nearly two times higher than the H2 2022 benchmark.

Narrowing in on consumer packaged goods (CPG) campaigns, brand risk also soared leading up to last year’s holiday season. Brand risk for CPG brands reached a high of 5.6% on November 29, 2022 — 77% higher than the benchmark in the back half of the year.

Contextual segments can prevent brand risk

Contextual failures (impressions that fail for brand safety by context) can tell us a bit about why brand risk might have spiked at a given time. Looking at Q4 2022, “death, injury, or military conflict” was the top contextual fail reason, accounting for 36% of contextual brand risk fails during Q4 2022, followed by “sensitive social issues” and “negative corporate news.”

We can’t control what’s in the news. But we can control where brands show up.

Marketers can utilize contextual segments to avoid risk during the holiday season when their brand is more exposed than ever. Looking at data from 2022, Black Friday content soared during the holiday, representing 1.2% of all ad-served content at its peak. With this massive surge in content, marketers might consider targeting impressions about Black Friday shopping — in fact, IAS saw an 89% decrease in contextual brand risk for impressions placed alongside holiday-related contextual segments last year.

More specifically, a CPG brand might want to serve impressions alongside content about holiday food during this time of year. When looking at the contextual segment “sweet snacks,” IAS saw that content about sweet snacks was popular during the 2022 holiday season, spiking up to represent 0.8% of all ad-served content three days before Thanksgiving and up to 1.0% three days prior to Christmas.

Contextual segments, like “Black Friday,” “sweet snacks,” or other topic or vertical-related subjects, help marketers control where their brand is seen, which can be especially crucial during the holidays or times of uncertainty.

How IAS Can Help

Brand risk is hard to predict. It can fluctuate and fall onto brands when they’re least expecting it. To ensure brand safety, it’s critical for any campaign that marketers preemptively enact brand safety and suitability tools that amplify their brand where consumers are looking, while also showing up in safe environments.

The good news? IAS offers Context Control Targeting segments to help advertisers target relevant content based on verticals, holidays, seasonal events, and more. Our Context Control segments are designed to avoid negative or unsafe content while targeting brand suitable contexts at scale.

This holiday season, don’t let your brand get caught in the wrong environments. IAS is here to help you protect your brand while driving superior results across formats and channels.

Download the Brand Safety & Context Control During The Holiday Shopping Season study for more.

The post How to Leverage Brand Safety & Contextual Segments this Holiday Season appeared first on Integral Ad Science.

RESEARCH: Maximizing Impact on Mobile

IAS Team — Tue, 24 Oct 2023 13:00:00 +0000

How marketers can drive results and capitalize on the consumer shift to mobile shopping

Mobile is massive — in fact, it’s the device consumers go to most to do their online shopping. As shoppers flock to their phones to make purchases and mobile shopping platforms continue to develop in both ease and innovation, marketers need to know how to show up when engaging consumers on their favorite device.

So how can marketers leverage consumers’ attention and impact purchase decisions as they shop on mobile?

In our latest study, IAS explores how consumers are shopping on their mobile devices and uncovers the key drivers behind consumer preferences in their mobile advertising experiences. Plus, we dive into observational data unlocking insight into what drives conversions and ROI on mobile.

Here’s a peek at what we found:

75% of mobile shoppers shop on mobile at least once a week
55% of mobile shoppers agree that page clutter affects their ability to pay attention to mobile ads
40% of mobile shoppers are less likely to purchase a product from a mobile ad when next to unsafe content

Accelerate your brand’s impact and drive superior results on mobile. Download the research to find out how.

The post RESEARCH: Maximizing Impact on Mobile appeared first on Integral Ad Science.

RESEARCH: The Sound of Suitability

IAS Team — Tue, 03 Oct 2023 11:59:00 +0000

How consumers perceive and interact with brand suitable ads on digital audio platforms

Digital audio advertising is growing at the speed of sound. Marketers are investing in digital audio — in fact, ad spend in the space is expected to surpass $7.5 billion in 2024, putting it on track to be one of the fastest growing channels for media investment.

But as audio advertising grows, so will threats to your brand. And it’s critical for marketers to understand how these emerging threats to media quality impact consumers’ engagement with and perception of brands that advertise on digital audio platforms.

In our latest research, Integral Ad Science surveyed consumers to uncover how they think about brand suitability and risk for different types of digital audio content, including both music and podcasts. Plus, we explored how ad adjacency to risky content impacts brand favorability and purchase intent.

Here's a quick look at what we found:

81% of U.S. internet users listened to a digital audio platform in the last 12 months
51% of digital audio listeners say it’s important that ads are relevant to the surrounding digital audio content
25% of digital audio listeners say they would avoid purchasing from a brand that advertises near unsuitable audio content

As digital audio grows, don’t let your brand get caught in the noise. Invest in digital audio that keeps your brand safe and drives results. Download the research to find out more.

The post RESEARCH: The Sound of Suitability appeared first on Integral Ad Science.

RESEARCH: The Mind on The Stream

IAS Team — Tue, 19 Sep 2023 12:00:00 +0000

A neuro-investigation into the human brain and CTV advertising

Connected TV (CTV) has completely changed the way we watch — and monetize — TV. Consumers can watch on their own time, and marketers can choose from more granular targeting and placement methods than ever before. Despite these innovations, viewers are left unsatisfied with irrelevant, disruptive ads that negatively impact their viewing experience.

Marketers and publishers alike are still searching for best practices to drive performance while simultaneously satisfying audiences. In the quest to understand advertising on CTV, IAS and Neuro-Insight set out to identify new ways to leverage the strengths of CTV content classification — straight from the human brain. In this first-of-its-kind neurostudy, we explore how marketers can increase brand impact on CTV through tone, context, and frequency.

Surveys can only tell us so much. Brain activity tells us everything. So what kinds of CTV ads really resonate with consumers?

Here’s a quick look at what we discovered:

Unrelated ads break viewers’ neuro-state
Repeated ad viewing leads to higher connection, but lower interest
Context-matched ads are highly memorable and relatable to viewers

Use the power of science to increase brand impact and drive superior results. Download the research to learn more.

The post RESEARCH: The Mind on The Stream appeared first on Integral Ad Science.

RESEARCH: Driving ROI in Retail Media Networks

Milena Broom — Tue, 08 Aug 2023 12:00:00 +0000

How marketers can maximize results in the rapidly growing digital retail format

With consumers trading their grocery bags and paper lists for digital shopping carts, Retail Media Networks (RMNs) have become key pillars of digital advertising strategies. And with RMN investments growing at exponential rates, it’s crucial for marketers to know that their ad spend isn’t wasted and is reaching real consumers.

RMN advertising is a valuable way to engage consumers who are in a buying mindset — but how can marketers truly maximize their investments in the space to reach KPIs and drive tangible results?

In our latest research, IAS conducted a survey to explore the value and challenges of RMN advertising and analyze how increased media quality leads to maximized KPIs. Plus, we look at external B2B studies and observational data analyses from real advertisers to show the true impact of media quality in driving ROI.

Here’s a sneak peek of what we found:

98% of U.S. internet users have shopped on RMNs
66% of RMN shoppers are concerned or very concerned about the privacy of their data in RMNs
38% of RMN shoppers are likely to purchase products from contextually relevant ads

Quality media is key to reaching KPIs in retail media networks. Download the research now for more insights.

The post RESEARCH: Driving ROI in Retail Media Networks appeared first on Integral Ad Science.

Diversity & Inclusion: Centering inclusivity in the future of digital marketing

IAS Team — Thu, 01 Jun 2023 12:00:00 +0000

Diversity and inclusion matter in digital marketing too.

Diversity and inclusion (D&I) are taking center stage as consumers push for brands to reflect modern culture in their marketing efforts. In fact, two-thirds of consumers think it’s important for brands to promote D&I, but more than half are wary of marketing campaigns that miss the mark with hollow attempts at inclusivity.

So how can marketers mindfully meet consumer needs through authentic D&I efforts?

In our latest research, IAS surveyed U.S. consumers to explore why diversity and inclusion matter in advertising and measure how inclusive messaging affects receptivity and purchase behavior. Plus, we look to contextual targeting to gauge the impact that contextual adjacency has on consumer sentiment and behavior in relation to brands’ D&I efforts.

Here’s a sneak peek at what we found:

82% of consumers think brands should make an effort to place ads around content that promotes diversity
55% of consumers hold advertisers most responsible for the type of content ads appear near
45% of consumers would be likely to switch or boycott brands that have poor D&I values

Representation and inclusivity can be make or break for marketers. Download the research now to find out why.

The post Diversity & Inclusion: Centering inclusivity in the future of digital marketing appeared first on Integral Ad Science.

Mother’s and Father’s Day: Capitalizing on Context & Investigating Impact

IAS Team — Thu, 11 May 2023 14:19:07 +0000

How brand safety and contextual relevance impact ad performance leading up to Mothers and Fathers Day

Mother’s and Father’s Day are quickly approaching (and it’s okay if you needed the reminder). As consumers gear up to find the perfect gift for Mom and Dad, ads play a major role in brand perception and even purchase decisions during this time.

With consumer purchase decisions on the line, it’s critical that your ads land in the right place.

In our latest research, we surveyed U.S Mother’s and Father’s Day shoppers, investigating how they perceive and interact with ads leading up to the celebrations. Diving deeper, we conducted an experiment exploring consumers perceptions of brands that place Mothers Day and Fathers Day ads next to neutral or negative contextually relevant content, showing the value of smarter ad placement.

Here’s a sneak peek at what we found:

52% of Mother’s and Father’s Day shoppers find online ads helpful for finding products or promotions that match their needs and budget
+75% lift in favorability for ads placed alongside related neutral content
+10x surge in impression rates for Mothers and Fathers Day segments during holiday months

Learn what consumers are actually thinking to level up your targeting strategies this Mother’s Day and Father’s Day. Download the research now for more.

The post Mother’s and Father’s Day: Capitalizing on Context & Investigating Impact appeared first on Integral Ad Science.

The Future of CTV Investment

Sachin Murme — Thu, 16 Mar 2023 12:00:00 +0000

How industry experts are evaluating ad spend and media quality in CTV

Connected TV (CTV) is one of the most prolific channels for reaching consumers in the digital world. With more streaming platforms offering ad-supported services, staying up to speed on current industry trends is vital for optimizing your brand.

In our latest study, IAS compiled information from several research studies that surveyed top industry experts, investigating how this channel is predicted to grow and exploring where industry professionals are investing in CTV advertising.

Here’s what we discovered:

70% of media experts agree that third party verification is going to play a large role in CTV advertising
69% of industry experts agree that it’s worthwhile to spend a premium on transparent and brand safe ad inventory on CTV
59% of media experts cite high CPMs as a barrier for CTV investment

Ramp up your brand’s media quality on CTV with the latest industry trend forecast. Download the research, The Future of CTV Investment, to find out what else lies ahead in Connected TV advertising.

The post The Future of CTV Investment appeared first on Integral Ad Science.

Undercover Context: Driving consumer engagement through non-obvious contextual links

Sachin Murme — Mon, 27 Feb 2023 13:00:00 +0000

Identify the contextual pairings that consumers want to see from your brand

Consumers prefer context (we would know — we went straight to the source to find out). But not all contextual pairings are equal. As marketers map out their targeting strategies, it’s crucial to know the ideal contextual links that lead to higher engagement and positive receptivity among consumers.

In our latest research, IAS dives into the motivations behind consumer preferences for contextually relevant ads, uncovering what consumers consider to be effective contextual links — and what this means for your brand.

Here’s a sneak peek at what we found:

64% of consumers say contextually relevant ads are more likely to feature products they want or need
35% of consumers say that it’s annoying to see unrelated ads
16% lift in engagement with ads that are placed alongside relevant content

Amplify your brand message to consumers who want to hear it. Download the research, Undercover Context, to find out how you can optimize data-backed contextual pairings to reach targeted consumers and fuel outcomes.

DOWNLOAD NOW

The post Undercover Context: Driving consumer engagement through non-obvious contextual links appeared first on Integral Ad Science.