There is a direct link between the quality of content and the willingness of consumers to view ads in digital environments, according to a new study published on Tuesday by Integral Ad Science.
Ads have often been criticised as a blight on online experiences, but the latest research shows that the environment in which they appear is the most important factor and that excellent content creates a space where they can flourish.
Nine in ten UK consumers said that they like seeing ads next to high-quality content, while two-thirds will actively engage with these ad placements.
UK audiences are more open to ads than those in other countries, but polished ad environments are also preferable in the US (83%), France (90%) and Japan (82%).
However, content is not the only crucial building block for engaging environments – consumers also want personalisation.
87% of UK respondents said that ad relevance is important, while 93% in France said the same.
High quality rules the roost then, and the study found that low-quality content swings sentiment in the complete opposite direction.
88% of UK consumers say that they become annoyed when ads are served up next to lacklustre content, which then has the knock-on impact of neutering engagement.
“Placing ads beside low-quality content has significant consequences: carrying a high risk of damage to brand perception and even revenue – which, over time, will also impact the publisher,” Integral Ad Science’s EMEA MD Nick Morley said.
This is highlighted by the fact that 55% of UK consumers said that they would view a brand more negatively after seeing ads in sub-standard environments.