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

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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)

Key consumer perception stats for publishers to know

  • 73% of UK consumers say that the Coronavirus situation is changing the types of content they consume online (88% in US)
  • Only a mere 16% says they are NOT likely to engage with an ad adjacent to Coronavirus content (26% in US)
  • Food/Beverage and Travel brands top the list of verticals that consumers don’t want to see adjacent to Coronavirus content: Travel (41%), Food / Beverage (36%), Real Estate (28%), Retail (24%), Auto (24%) in UK. For US the numbers are Food / Beverage (37%), Travel (35%), Banking / Finance / Insurance (28%), Automotive (27%), CPG (24%)
  • Consumers do want to see Health/Pharma and Government organisations adjacent to Coronavirus content: Health/Pharma (46%), Government (39%), Not for profit (24%), Education (18%) in UK. For US, it’s Health/Pharma (46%), Government (30%), Education (23%), Not for profit (18%)