Integral Ad Science (Nasdaq: IAS) has announced the launch of the IAS Election Lab today. This initiative, driven by IAS experts, offers advertisers strategic guidance and insights for the global election season.
Lisa Utzschneider, CEO of IAS said, “As election season intensifies, marketers must be increasingly mindful of the content that they run adjacent to, which could range from misinformation to undesirable subject matter that may not be brand safe or suitable. The IAS Election Lab is committed to using the power of data science to help brands navigate the risks and opportunities that the elections will bring and provide actionable insights to ensure marketers can focus on performance.”
The IAS Election Lab’s key research focuses on guiding marketers through the election season by providing strategies to navigate misinformation and controversy during events like Super Tuesday while still engaging audiences and safeguarding brand reputation.
Highlights From The IAS Election Lab Research Include:
- News-related misinformation appears to rise in conjunction with high-profile news events. This year, traffic peaked two days before Super Tuesday, marking a threefold increase compared to the Q1 volume rate.
- Ads adjacent to risky political party content had a 66% lower success rate and a 29% higher, or $0.82 increase, in cost per conversion. Similarly, ads adjacent to news-related misinformation had a 53% lower success rate and an 8% higher, or $0.23 increase, in cost per conversion.
- After tracking the volume of negative sentiment political party impression traffic throughout Q1 2024, the IAS Election Lab found that traffic spiked in tandem with salient political events — including Super Tuesday.
- During the 2020 presidential election, IAS observed that more than three in four consumers believed online advertising would play an important role in determining the outcome of the election.
For a step-by-step guide on how to safeguard and scale your brand in an election year, download your copy of the IAS Political Guide, and explore our IAS Election Lab for more insights.
