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Digital technology continues to pave the way for new media channels. In the last decade, we’ve seen a rise in the popularity of social platforms like Facebook, Instagram, YouTube, Twitter, Spotify and, Snapchat, as well as new media formats like podcasts and streaming services for videos and music. On top of that, with content creation booming at an exponential rate, consumers have more distractions than ever before.
In a recent study commissioned by Integral Ad Science (IAS) — The Halo Effect: Ad Environment & Receptivity — we learned that consumers exhibit different neurological reactions to ads placed in environments of differing quality. Ads alongside high-quality content produced significantly higher brain activity related to positive increases in likeability, engagement and memorability.
As a follow-up to this study, IAS conducted additional research among a sample of 1,000 survey respondents in the United States, aiming to quantify and understand the perceived importance of content quality for both brands and consumers. Do consumers’ brand perceptions change when faced with a difference in environmental quality in which an ad is placed? Findings from this survey echoed the results from the neurological study.
Via Leona Ungerer
