Context matters on ad perception among APAC consumers: report


Jakarta, Indonesia – A large majority of consumers across Asia Pacific are receptive to contextually relevant ads, according to a new report by digital ad verification Integral Ad Science (IAS).

According to the report, 96% of consumers in Indonesia, 91% in Singapore, 86% consumers in Australia, and 75% in Japan prefer digital ads to appear alongside relevant content. Consumers value seeing ads that are related to the topics or articles they’re consuming online. Relevant ads are not only more memorable, but also more likely to foster a favorable consumer opinion toward the brand, noted the report. 

Furthermore, consumers don’t just simply prefer contextual relevance; their perception of an ad is also impacted by it. Roughly 9 out of 10 consumers in Singapore and Indonesia and more than 7 out of 10 in Australia and Japan say their perception of an online ad is impacted by the surrounding content on the page.

Consumers in APAC tend to prefer contextual relevance of the ad be present across all verticals. Across the board, consumers paired the ads they prefer with articles categorized in the same content vertical. For example, 90% of consumers in Japan, 86% in Australia, 82% in Singapore, and 76% in Indonesia preferred entertainment ads alongside entertainment articles, and a similar sentiment was observed across verticals.

“[The] research shows that the quality of an advertising environment can influence how consumers perceive ads and associated brands. The APAC data clearly shows contextually relevant ads impact consumers beyond their immediate response, forming part of their longer-term recall and favorability towards a brand,” said Laura Quigley, SVP for APAC at IAS.

She added, “Contextual targeting represents a major opportunity for brands in 2021 and understanding how context influences consumers’ perception of ads is critical to capture long-term interest. For marketers, this is essential to stand out within increasingly crowded marketplaces and drive action as a result of ads.”

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