Integral Ad Science (IAS) published its recent brand safety survey report, ‘The State of Brand in India: A 2023 IAS Survey’. The survey looks to understand what Indian consumers regard as brand safe and unsafe content, and the impact the advertising environment has on their perceptions of brands and their advertising.
In a rapidly evolving media landscape and with content growth booming, marketers are increasingly invested in protecting their brand’s reputation and allocating media budgets toward content that minimises the risk to their brand. In fact, brand safety continues to be a priority for marketers in India and across the globe.
IAS based its recent consumer survey on three factors – how appropriate/ inappropriate content influences consumer perception, how perceptions of brands and advertising are related to each other, and how responsible journalism and advertising on credible news sites influence brand trust.
In all, 93 pc of Indian consumers said it is important that content surrounding online ads is appropriate. Indian consumers believe it is most important for social media sites to have safe and appropriate content, followed by news sites. In fact, 83 pc said the amount of inappropriate content online has increased substantially over the past year.
Violence and human rights violations, spam/ malware, and online piracy are the top content categories Indian consumers regard as inappropriate.
Indian consumers are most receptive to advertisements appearing on social media and shopping websites. Also, when there is inappropriate content near advertisements, brand perceptions are negatively affected. Over two-thirds of Indian consumers say they are likely to disengage from a brand whose advertisements appear near inappropriate content, and 68 pc say they are likely to stop using a product and/or service of a brand whose advertisement appears near inappropriate content.
A majority of Indian consumers hold brands accountable for the content surrounding their advertisements and believe that brands have an obligation to place advertisements in environments that are appropriate.
With numerous outlets publishing news, consumers are cautious of advertisements that appear near news topics. Many consumers believe ad funding should support responsible journalism with 83 pc saying they are likely to trust a brand whose ads appear on credible news sites.
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