Executive Summary CHEQ, Magna & IPG Media Lab set out to quantify the effects of unsafe ad exposure onconsumer brand perceptions. These are the key findings:2/ Consumers are less willing to associate with the brand 2.8X Decline When displayed next to generally unsafeor brand / vertical averse content Consumers’ purchase intent is stifled 2X Decline When displayed next to generally unsafeor brand / vertical averse content Consumers are less likely to feel the brand cares about them 4.5X Decline When displayed next to generally unsafeor brand / vertical averse content Consumers are less likely to feel the brand is “in the know” 3X Decline When displayed next to generally unsafeor brand / vertical averse content Consumers’ brand quality perception drops 7X Decline When displayed alongside generally unsafeand brand / vertical averse content Consumers are less likely to recommend the brand 0.5X Decline Many consumers view unsafe ad placement as an intentionalendorsement of the negative content “It’s disturbing that theyare generating revenuethrough disaster” “Looks like they’reexploiting shock value” “They’re stating that theyagree with the negativecontent” With unsafe ad placement, consumers’ perception of the branddeclines significantly across key brand metrics When displayed alongside generally unsafeand brand / vertical averse content In collaboration with The digital landscape is filled withcontentbrands don’t want tobe near Brands are increasingly concerned aboutwhere their ads are being displayed.Many advertisers have pulled ads overbrand safety violations and are activelyseeking solutions for safe ad placementboth in-house and with 3rdparties.The scope of concern is growing as well,as more and more subjects becometaboo, and as political and socialsensitivities continue to grow. This meansthat if unsafe content was once simple todefine, we must now broaden ourdefinitions to include new categories. Unsafe Categories of Content Violent Offensive Disgusting Disrespectful Hateful Tragic Criminal Controversial Fake or Misleading Politically Sensitive Brand Averse Vertical Averse 3/In collaboration with4/ How does unsafe ad placement affect consumers’ perception of the brand So we set out to answer the question on every brand’s mind In collaboration with 。。。。。。