614GROUP-2021年品牌安全報告（英文）-2021.5正式版

BrandSafety:2021ToplinePerceptions

The614Group

Background&Objectives

The614BrandSafetySummitSeriesconvenesmanyofthebestmindsindigitalmarketingtoexploreissuesandsolutionstobrandsafetyinadvertising

WhilebothB2BandB2Cstudiesonbrandsafetyexist,theevolvingandcomplexnatureofbrandsafetyindigitaladvertisingmeritsongoingexaminationofconsumerattitudes,comprehensionandtheplaceofbrandsafetyinpurchasedecisionsalongwithmanagementperceptions

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Todeepentheunderstandingofwhybrandsafetymatters,The614GroupcommissionedYouGovtofieldsurveyquestionsamongTotalUSadults,affluentAmericansandthoseinsenior/uppermanagementpositions

ThesurveyquestionswereinthefieldMarch26-29,2021

TheYouGovsampleof1244adults18+isrepresentativeofallUSadults

The614Group

ConcernAboutAdPlacement

Question:Inthecurrentsocial,political,andeconomicclimate,areyoumoreorlessconcernedaboutwhereyouseebrands'orcompanies'adsappearthanyouweretwoyearsago?

MuchMoreConcerned

Somewhatmoreconcerend

Aboutthesameasalways

Somewhatlessconcerned

Muchlessconcerned

19.7%

16.0%18.7%

20.6%

2.8%

2.6%

3.6%

1.4%3.7%

3.6%

25.9%

32.2%

40.3%

40.8%

43.1%

Don'tknow

0%

3.7%

8.3%

13.0%

5% 10% 15% 20% 25% 30% 35% 40% 45% 50%

Senior/UpperManagers(Mgrs+HHI$80+)

TotalUSAffluentConsumers

TotalUSAdults

The614Group

LikelihoodtoMakePurchaseDecisionsBasedonBrandAdAdjacency

Question:Thinkingaboutadvertisingthatisplacedneardifferenttypesofcontent,howlikelyorunlikelyareyoutopersonallydecidetobuybrands'andcompanies'productsbasedonwheretheiradsappear?

Extremelylikely

18.3%

16.0%

11.1%

Somewhatlikely

35.3%

30.5%

28.5%

Somewhatunlikely

21.8%

24.2%

20.3%

14.2%

Extremelyunlikely 16.8%

17.4%

Don'tknow

10.4%

12.6%

22.7%

0%

5%

10%

15%

20%

25%

30%

35%

40%

Senior/UpperManagers(Mgrs+HHI$80+)

TotalUSAffluentConsumers

TotalUSAdults

The614Group

AttitudesTowardBrands’/Companies’AdPlacementsAdjacenttoContentthatisUncomfortable

Question:Thinkingaboutseeinganadvertisementnexttocontentthatyoupersonallyarenotcomfortablewith,whichoneofthebelowstatementsbestdescribeshowthataffectsyourviewsofthecompanyorbrandthatplacedthead?Pleaseselecttheoptionthatbestapplies.(Askedofthoselikelytomake

purchasedecisionbase0donadadjacency)

Itdoesnotchangemyopinionofthecompanyorbrandthatranthead

10.6%

10.2%

11.3%

Ibecomeuncomfortableaboutthecompanyorbrandthatranthead

10.4%

15.0%

14.3%

Generallyspeaking,Icannotbuyproductsfromcompaniesthatsupport

uncomfortablecontentbybuyingads

IfIalreadylikethecompanyorbrand,seeinganadnexttocontentthat

makesmeuncomfortabledoesnotaffectme

WhenacompanyorbrandsupportscontentthatexpressespoliticalviewsI

amnotcomfortablewith,Iamlesslikelytousetheirproduct

10.5%

7.8%

8.4%

9.9%

15.4% 18.6%

27.2%

28.1%

27.0%

Whenacompanyorbrandbuysadsincontentthatisnotintunewithmy

socialviews,Iamlesslikelytousetheirproduct

0.0%

Other 0.0%

0.0%

19.0%

28.8%

27.6%

0%

5%

10%

15%

20%

25%

30%

35%

Senior/UpperMa