| 27 January 2021
Research from Integral Ad Science (IAS) has provided further evidence for the rapid uptake of free ad-supported streaming finding more than four-fifth of UK consumers (83%) are willing to watch ads to gain access to free streaming content, while over half (56%) plan to start watching such services over the next 12 months.
IAS’s UK Streaming Wars report aimed to provide providing insights into UK consumer use and preferences for connected TV (CTV) devices and ad-supported streaming services. It highlighted CTV usage and preferences for free and subscription-based streaming services in December 2020 to determine consumer use and behaviours associated with watching ad-supported streaming video content, perceptions on the ad experience on CTV, and how the experience can be improved. The survey was conducted in the UK, analysing responses from 514 consumers.
In 2021, we expect more major marketers will pull or severely restrict their ad spending on social media platforms due to brand safety or ethical concerns.
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By Shawn Lim-20 January 2021 08:46am
Japan is expected to see a rise in mobile innovation in 2021.
Marketers in Japan have highlighted cookie deprecation, data privacy legislation, and contextual targeting as their top concerns around digital advertising for 2021.
As they come to terms with new data privacy rules, 61% of Japanese marketers feel that third party cookie deprecation remains a top challenge, according to the latest Japan Industry Pulse Report from Integral Ad Science (IAS).
“With an unprecedented number of people spending more time at home in 2020, social media and video streaming on mobile emerged as the most popular platforms for consumers in Japan, along with the growth of connected TV globally. During these challenging times, Japanese marketers are also looking for reliable solutions in a post cookie era and shifting attention to contextual targeting,” said Takeshi Yamaguchi, senior executive at IAS, Japan.
The Congruence Effect Report from IAS Shows Ad Context is Critical
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NEW YORK, Jan. 20, 2021 /PRNewswire/ Integral Ad Science (IAS), the global leader in digital ad verification, today released a new research study,
The Congruence Effect. Surveying over 1,000 U.S. consumers, this new report from IAS explores how aligning ad messaging to content sentiment impacts consumer preference.
(PRNewsfoto/Integral Ad Science, Inc.) Contextual targeting represents a major opportunity for brands in 2021 and understanding the congruence of an ad s message to the sentiment of its contextual surroundings is a critical piece of this puzzle, said Tony Marlow, CMO, IAS. This new research proves that when a contextually targeted ad includes messaging which matches the sentiment of the surrounding content it achieves greater effectiveness.