Amid the current circumstances, IAS wanted to know and understand the attitudes of US internet users towards coronavirus ads adjacency and how\if consumers are changing their online content consumption habits.
In order to do that and get these results, IAS ran a quick response online survey to determine consumer perceptions concerning coronavirus content. The survey was run in March 2020, with the participation of 1,042 US internet users whose age range varies from 18 to 60 years old.
On the other hand, 78% of people mentioned that their sentiment toward the brand is unchanged.
22% say that it is unsuitable for a brand to appear near Coronavirus content.
32% say that suitability depends on the brand.
Online Content Consumption Amid COVID-19
As we can see the COVID-19 pandemic is shifting content consumption patterns, the results below shows that:
As reported, there are 88% of people who were surveyed say that the COVID-19 situation is changing the types of content that they consume online.
On the other hand, there are 58% of people who are actively looking out for news and content online which is related to COVID-19.
Of course, the situation is evolving and people need to keep up with the updates of the ongoing events, therefore, as we can see there is 59% are consuming more news generally due to the continuous coronavirus situation.
Ad Categories That Have Great Risk for COVID-19 Content Adjacency
Amid the ongoing crisis, consumers reported what types of industries they do not want to see their ads adjacent to COVID-19 content. The chart below explains it all.
As obvious, Food\Beverage and Travel brands top the list of the ads consumers do not want to see adjacent to COVID-19 content.
The highest percentage goes to Food and beverage with 37%.
Followed by, Travel with 35%.
On the other hand, Banking\Finance\Insurance came in third place with 28%.
Automotive with 27% which is super close to Banking\Finance\Insurance.
Founded in 2009, IAS is headquartered in New York with global operations in 13 countries. Integral Ad Science, Inc. (IAS) is the global market leader in digital ad verification that offers data and solutions to establish a safer, more effective advertising ecosystem.IAS partner with advertisers and publishers to protect their investments, capture consumer attention, and drive business impact. IAS growth and innovation has been recognized in the Inc. 5000, Crain’s Fast 50, Forbes America’s Most Promising Companies, and I-COM’s Smart Data Marketing Technology Company.