Integral Ad Science (IAS), a global leader in digital ad verification, has released a new research study, ‘The Power of Context’ in APAC, surveying over 2,000 consumers in Singapore, Indonesia, Australia, and Japan.
The report explores how context influences consumers’ perception of ads and brands.
Based on the study, IAS uncovered that:
APAC consumers are extremely receptive to contextually relevant ads
The report suggests a majority of consumers in APAC — ninety-six per cent in Indonesia, ninety-one per cent consumers in Singapore, eighty-six per cent consumers in Australia, and seventy-five in Japan — prefer digital ads to appear alongside relevant content.
Consumers value seeing ads that are related to the topics or articles they’re consuming online. Relevant ads are not only more memorable, but also more likely to foster a favourable consumer opinion toward the brand.
Consumer perception of ads is impacted by the content on the page
Consumers don’t just prefer contextual relevance, their perception of an ad is impacted by it. Roughly nine out of ten consumers in Singapore and Indonesia and more than seven out of ten in Australia and Japan say their perception of an online ad is impacted by the surrounding content on the page.
In APAC contextual relevance is preferred across all verticals
When shown articles representing different verticals, consumers always preferred contextual relevance. Across the board, consumers paired the ads they prefer with articles categorised in the same content vertical.
Ninety per cent of consumers in Japan, eighty-six per cent in Australia, eighty-two per cent in Singapore, and seventy-six per cent in Indonesia preferred Entertainment ads alongside Entertainment articles, and a similar sentiment was observed across verticals.
For the Australian market, sixty-nin per cent of consumers were more likely to remember a cotextually relevant ad, while sixty-six per cent had more favourable opinions of brands with contextually relevant ads.
“The Power of Context research shows that the quality of an advertising environment can influence how consumers perceive ads and associated brands,” said Laura Quigley, SVP APAC, IAS.
“The APAC data clearly shows contextually relevant ads impact consumers beyond their immediate response, forming part of their longer-term recall and favourability towards a brand.”
“Contextual targeting represents a major opportunity for brands in 2021 and understanding how context influences consumers’ perception of ads is critical to capture long-term interest. For marketers, this is essential to stand out within increasingly crowded marketplaces and drive action as a result of ads.”
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