The impact of brands appearing next to low-quality online content has a negative halo effect, according to Integral Ad Science.
Its latest research tries to understand the implications that placing ads on websites with low-quality content has on brands' favourability with consumers. The Singapore results show that people are sensitive to the context that brands appear in, with 88% finding it annoying when brands appear on websites with low-quality content. The only two other markets more annoyed by this were Indonesia and France.
Singaporeans (66%) were among the highest to say that when brands are on higher-quality websites, they are more likely to engage with the brand in question. Indonesians were the only market to rank higher in terms of engagement (78%).
“The Ripple Effect study shows there is a clear link between high-quality ad quality and consumer response,” said Laura Quigley, managing director, South East Asia, at Integral Ad Science (IAS).
“As a positive takeaway, there is an opportunity for brands to harness the dual power of tailored ads and high-quality placement to drive greater brand engagement. However, it’s also vital to acknowledge the counterpoint. Placing ads beside low-quality content has significant consequences: carrying a high risk of damage to brand perception and even revenue – which, over time, will also impact the publisher. To ensure online ads drive the right attention and outcome, relevant content and the suitable context must be a top priority,” she said.
Overall, 49% of Singaporeans would feel less favourable towards a brand if their content appeared by low-quality content. More significantly, 63% said they would stop using a brand if it was next to low-quality or unsafe content.
The onus is on brands, according to Singaporeans, of which 68% believe the responsibility lies with the brand and they’ll hold the brand accountable.
The advice from IAS in how to address this is to ensure that marketers are being accountable and understand the context of where their ads are running. Likewise, they need to think about brand safety from the eyes of their target audience and ideal consumers.