3 out of 4 consumers are likely to engage with an ad next to Coronavirus content: IAS ad adjacency study

What's New in Publishing 09 Apr 2020 06:00

Integral Ad Science (IAS) ran a rapid response online survey to determine consumer perceptions concerning coronavirus content. It explores the balance advertisers and publishers must now strike between consumer behaviour and consumer perception.

This insight provides context for marketers looking to understand if and how consumers are changing their online content consumption habits, and what brands need to know. 

The data showed that the Coronavirus situation is shifting content consumption patterns, with a vast majority changing the types of content they consume online. There was, however, a mixed response in relation to ads adjacent to Coronavirus content. 

Key consumer behaviour stats for advertisers to know

  • 82% of UK consumers and 58% of US consumers are actively seeking out Coronavirus news and content online
  • 87% are consuming more news generally because of the evolving Coronavirus situation (59% in US)
  • 32% of UK consumers (22% in US) think it is unsuitable for a brand to appear near to Coronovirus content, while 31% say that the suitability of a brand appearing near Coronavirus content “depends on the brand” (32% in US)

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