Ads viewed in high-quality environments perceived 74% more favourably: IAS report

The latest biometric research released by Integral Ad Science shows that an ad's environment has a dramatic impact on how people react to it

by exchange4media Staff
Published - Jul 18, 2019 6:42 PM Updated: Jul 18, 2019 6:42 PM
Halo Effect IAS

Is it enough for an advertisement on a digital medium to have the right creative elements to connect with the consumer? Well, it seems, besides just the creative aspect, the environment that the ad is viewed in too has a dramatic impact on ad perception. Interestingly, the detailed study by Integral Ad Science (IAS) reveals that consumers react negatively to inappropriate ad placements.

Based on neurological evidence, the latest biometric research released by IAS shows that an ad's environment has a dramatic impact on how people react to the ad. According to the research ads viewed in high-quality mobile web environments were perceived 74% more favourably than the same advertisements seen in low-quality environments. 

The biometric study took into account the brain centers responsible for positive and negative affinity and then drew comparisons between how the ad was perceived when placed with high-quality content versus negative content (as determined by IAS proprietary risk scoring). In fact, people are three times less likely to associate with brands in an unsavoury environment.

Talking about the research, Tony Marlow, CMO at Integral Ad Science said, “This biometric research demonstrates that the quality of an ad’s environment has a dramatic impact on how people react to that ad. People respond to the entire context of an ad impression rather than just a single component of it, and this generates a very strong and positive halo effect for ads that are seen in high-quality environments.”

The IAS biometric research has thrown up some more interesting data, which can help advertisers understand the importance of an ad’s environment. According to the report, high-quality content can generate up to a 20% higher engagement rate and up to a 30% greater memorability among consumers than in low-quality environments.

Stressing on the importance of the findings, Stephen Dolan, Managing Director, APAC said, “Engaging multicultural, diverse and attention-poor consumers in the right way presents a unique and ongoing challenge to the marketers in APAC and remains the holy grail”. Our recently commissioned biometric research definitively shows that ads seen in high-quality sites are more likable, more engaging and more likely to be remembered. The context in which ads are seen absolutely affects our clients' ability to make an impact on consumers.”

The study monitored 50 people during a 30-minute mobile experience by Neuro-Insight using Steady State Topography (SST), a proprietary technology that tracks and records brain activity in real-time as participants navigate through a simulated mobile experience. Participants were shown eight digital display creatives spanning the auto, CPG, financial services, technology, and retail industries on eight mobile web environments that were selected based on IAS Brand Risk assessment (four high quality and four low quality). Articles and creatives were rotated to control for sequential bias.

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