IAS Election Lab Releases Inaugural Research and
Actionable Insights for Advertisers to Navigate Brand Safety
Challenges During the Global Election Season
NEW
YORK, May 14, 2024 /PRNewswire/ -- Integral
Ad Science (Nasdaq: IAS), a leading global media measurement and
optimization platform, today announced the launch of the IAS
Election Lab. Led by IAS Research and Insights, Data Science, and
Brand Safety Specialists, the IAS Election Lab aims to provide
strategic guidance and actionable insights for advertisers during
the global election season.
"As election season intensifies, marketers must be increasingly
mindful of the content that they run adjacent to, which could range
from misinformation to undesirable subject matter that may not be
brand safe or suitable," said Lisa
Utzschneider, CEO of IAS. "The IAS Election Lab is committed
to using the power of data science to help brands navigate the
risks and opportunities that the elections will bring and provide
actionable insights to ensure marketers can focus on
performance."
The IAS Election Lab's tentpole research addresses marketers'
concerns as we enter the election season, including how to avoid
misinformation and controversial content around Super Tuesday and
other political events, while continuing to effectively reach
engaged audiences and maintain brand reputation.
Highlights From The IAS Election Lab Research Include:
- News-related misinformation appears to rise in conjunction with
high-profile news events. This year, traffic peaked two days before
Super Tuesday, marking a threefold increase compared to the Q1
volume rate.
- Ads adjacent to risky political party content had a 66% lower
success rate and a 29% higher, or $0.82 increase, in cost per conversion.
Similarly, ads adjacent to news-related misinformation had a 53%
lower success rate and an 8% higher, or $0.23 increase, in cost per conversion.
- After tracking the volume of negative sentiment political party
impression traffic throughout Q1 2024, the IAS Election Lab found
that traffic spiked in tandem with salient political events —
including Super Tuesday.
- During the 2020 presidential election, IAS observed that more
than three in four consumers believed online advertising would play
an important role in determining the outcome of the election.
For a step-by-step guide on how to safeguard and scale your
brand in an election year, download your copy of the IAS Political
Guide, and explore our IAS Election Lab for more insights.
About Integral Ad Science
Integral Ad Science (IAS) is a leading global media measurement
and optimization platform that delivers the industry's most
actionable data to drive superior results for the world's largest
advertisers, publishers, and media platforms. IAS's software
provides comprehensive and enriched data that ensures ads are seen
by real people in safe and suitable environments, while improving
return on ad spend for advertisers and yield for publishers. Our
mission is to be the global benchmark for trust and transparency in
digital media quality. For more information, visit
integralads.com.
Contact: press@integralads.com
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SOURCE Integral Ad Science, Inc.