1、JANUARY 2024RESEARCHExploring consumer perception of appropriate online content and misinformationTHE STATE OF BRAND SAFETYTHE STATE OF BRAND SAFETYStudy objectives and design2Brand safety remains a priority for marketers across the globe.Between a rapidly evolving media landscape and booming conten
2、t growth,marketers are increasingly invested in protecting their brands reputation and allocating media budgets toward content that minimizes the risk to their brand.In this study,Integral Ad Science(IAS)explores what U.S.consumers consider to be brand safe(appropriate)and unsafe(inappropriate)conte
3、nt and uncovers the impact ad environments have on consumers perceptions of brands.Additionally,we deep dive into what consumers think of brands supporting quality journalism versus misinformation.FIELD DATEQ3 2023PARTICIPATIONn=1,095 U.S.consumers CONSUMER STUDYTHE STATE OF BRAND SAFETY|THE STATE O
4、F BRAND SAFETY|3D.Se pensi al tema della diversit e inclusione nel mondo dei brand e della pubblicit,indica se sei daccordo o meno con le seguenti affermazioni:“I brand utilizzano la diversit nella pubblicit solo per aumentare i loro profitti”THE VAST MAJORITY OF CONSUMERS THINK CONTENT SURROUNDING
5、ONLINE ADS SHOULD BE APPROPRIATE82%of consumers think its important that the content surrounding online ads is appropriateQ.Thinking about online advertising,how important is it to you that the content surrounding ads is appropriate?Note:Responses include:“Very important”and“Important”THE STATE OF B
6、RAND SAFETY|4D.Se pensi al tema della diversit e inclusione nel mondo dei brand e della pubblicit,indica se sei daccordo o meno con le seguenti affermazioni:“I brand utilizzano la diversit nella pubblicit solo per aumentare i loro profitti”INAPPROPRIATE ONLINE CONTENT HAS PROLIFERATED RECENTLY,ACCOR
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