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1、Positivity Performs AD ENVIRONMENTS CRITICAL ROLE IN MEDIA PLANNINGPublished on:March 27,2025|All Rights Reserved The evolving considerations of ad environment BRAND SAFETYBRAND SUITABILITYAvoiding content that is inappropriate and may present a legal or reputational risk to the brandFiltering out a

2、d environments that dont align with a brands core values,target audience,and the context of their adsSeeking out ad environments that maximize positive outcomesfor brands and audiencesAdvertisers are expected to adapt to a constantly changing media ecosystem,ensuring that ad environments are safe,su

3、itable,and ideal for driving measurable brand performanceBRAND ALIGNMENT2Study 1,Branding impact,Total audience n=6,200Ad Environment:Viewers perceptions of the ad environment,including entertainment,positivity,trustworthiness,creativity,safetyRelevant audience:Reaching audiences who are in market f

4、or the advertised product Creative Quality:Authentic,high-quality,trustworthy,uplifting,enjoyableModel is a penalized regression model that measures the impact of ad environment,audience,and creative quality upon brand favorability And for good reasonWhere ads appear is just as powerful as who they

5、are delivered toCreative quality25%Ad environment55%What are the drivers of brand favorability?Modeled-relative contribution(%)20%Relevant audience In fact,brands can drive 45%of impact by focusing on the right ad environment and audience,without altering creative3What should brands consider when ch

6、oosing ad environments?45Our research:We explored potential links between a range of ad environment attributes and brand outcomes S T U DY 1:B R A N D I M PA C TControlled,at home testing We measured the impact of ad environment on brand KPIs by evaluating responses from 6,200 participants who brows