Australian Consumers are Discerning of Inappropriate Ads on Social Media Environments – IAS Study Reveals

Integral Ad Science (Nasdaq: IAS), a global leader in digital media quality, has released its 2022 Social Ads and Consumer Perception – Australia Edition study. The report, based on a survey of over 500 Australian consumers, provides an overview of social media usage and insights into user perceptions of social media in-feed ads. In-feed ads are a format inside a user’s social feed. 

The new study revealed the following about consumers’ social media behaviour and how brands can adapt this year:

• Social media is an effective channel for advertisers to reach online consumers in Australia: 91% of online Australian consumers currently use at least one social media account.
• Australian consumers are discerning of inappropriate ads on social media environments: 40% of online Australian consumers agree that the growth of fake news has made them less trusting of the ads they see on their social feeds.
• Inappropriate ad placements negatively impact consumer perceptions and buying behaviours: Almost 7 out of 10 consumers (66%) are unlikely to purchase a product or service advertised on social feeds next to unsafe content.
• Contextually relevant advertising improves memorability and intent to purchase: Almost 5 out of 10 Australian consumers (48%) are likely to remember an in-feed ad if its message relates to the adjacent social content.

“Brands need to be hyper-aware of the impact of their advertising when investing in Social Media as they are communicating on a one-to-one basis within a private and personal environment. This environment means that inappropriate ad placements can have a significant impact on consumer perceptions and buying behaviours, with almost 7 out of 10 consumers unlikely to make a purchase if advertising is next to unsafe content. While our study shows that 67% of consumers hold social media platforms responsible for ads appearing near unsafe content, it is equally important that brands take the onus and direct their agency partners to help them align with what’s relevant and avoid unsuitable content”, said Jessica Miles, country manager, ANZ at IAS.

The full report can be viewed here.