3 in 5 consumers would ditch brands with low-quality ads

68% think brands are accountable for the content in their ads.

More than half, or 60% of Singaporean consumers have expressed that they would stop using a brand if they perceive its advertisements to show low quality or unsafe content, a study by media research company Integral Ad Science (IAS) revealed.

Consumers in Singapore feel that brands are responsible for the content that appears next to their ads. About the same share of those surveyed in the study, 68% stated that brands are accountable, and need to take more control of where their ads appear.

In an earlier study by IAS in May, high quality brand websites were positively perceived by consumers, with 75% of Singaporeans regarding them as likeable. It showed that with the positive reception of site content, higher engagement and greater memorability by consumers followed suit. 20% were better engaged, whilst 30% were able to retain memory of the content shown in high quality sites.

Similar figures demonstrated in IAS’ current study where likelihood of high quality content scored 66% vs. low quality content’s 27%.

Content generation is growing at a higher rate more than ever, for more positive engagements with consumers, using brand safety and risk metrics to measure content quality is a good place to start, recommends IAS.