Integral Ad Science (IAS) published a brand safety survey report, ‘The State of Brand in Thailand 2023 ’. The survey strives to understand what Thai consumers regard as brand-safe/unsafe content and the impact of the ad environment on their perception of brands and their advertising.

In a rapidly evolving media landscape and booming content growth, marketers are increasingly invested in protecting their brand’s reputation and allocating media budgets toward content that minimises the risk to their brand and brand safety continues to be a priority for marketers in Thailand and across the globe.

IAS based this consumer survey on three factors:

How appropriate/ inappropriate content influences consumer perception - The vast majority of Thai consumers feel it is important that content surrounding online ads is appropriate. However, Thai consumers have noted that inappropriate content online has risen recently. Regarding inappropriate content categories, Thai consumers rank violence & human rights violations, spam or malware, and online piracy as the top content categories. Consumers believe it is important for social media sites to have safe and appropriate content, followed closely by news sites.

• 85% consumers say that it is important to them that the content surrounding online ads is appropriate
• 74% consumers say that the amount of inappropriate content online has increased or increased substantially over the past year

How perceptions of brands and advertising are related to each other - When inappropriate content is near ads, brand perceptions are negatively affected. Most consumers believe that brands have an obligation to place ads in environments that are appropriate. The survey found that as consumers are most receptive to ads appearing on social media and shopping sites, two-thirds of consumers say they are likely to disengage from a brand whose ads appear near inappropriate content. Similarly, the majority of consumers hold brands accountable for the content surrounding their ads.

• 67% consumers say they are likely to stop using a product and/or service of a brand whose ad appear near inappropriate content
• 74% consumers say that content surrounding a brand’s ads is a reflection of their values

How responsible journalism and advertising on credible news sites influence brand trust - With numerous outlets publishing news every minute, consumers today are especially leery of advertisements that appear near news topics. Many consumers believe ad funding should support responsible journalism, and 74% of them say they are likely to trust a brand whose ads appear on credible news sites.

• 83% of consumers say it is important to them that ad funding supports responsible journalism
• 71% of consumers say they would feel less favourable towards brands that advertise on sites/outlets that spread misinformation

Download the case study to learn more.