Bad brand placement can cause a ripple

Last year, IAS conducted a biometric study on The Halo Effect, which measured how ads are perceived when they are seen adjacent to high-quality and low-quality content environments. But how does this data compare to other factors, like relevance and brand loyalty?

To get a sense of what consumers are saying about content and environment quality, we conducted The Ripple Effect study. This follow-up study was designed to measure how consumer perception of a brand changes when its advertisements appear in different quality environments.

IAS found that 86% of Swedish consumers said they find it annoying when a brand appears in a low-quality environment. Driven to learn what else was revealed?

Download the full report now for all of the brand safety insights we gathered.

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