European Business Talks with with
Nick Morley EMEA Managing Director, Integral Ad Science (IAS)
Evolving the advertising industry to meet consumer behaviour Compe on for consumers’ a en on has been heightened by the pandemic. How can business leaders ensure their adversing teams are focused on ad campaigns that maximise engagement? Nick Morley: “To maximise adver sing success, business leaders should focus on the context in which their ad campaigns appear. While adver sers are aware of the opportuni es due to increased consumer engagement, brands are stepping up their brand safety measures during mes of social unrest and a pandemic climate. M ost businesses appreciate that context affects how consumers view their brand, with IAS research showing that nearly three-quarters (70%) of UK consumers state that they are more likely to remember an ad when it appears next to contextually relevant content online. To hit the ultimate goal of the right ad, at the correct moment and in the best place, marke ng efforts should also recognise and navigate the sen ment of context. Given that almost three-quarters of consumers (73%) state that the posi ve/nega ve feeling conveyed in an ar cle impacts their percep on of a brand who has adver sed alongside it, businesses need a technology partner to enable their brand to not just avoid unwanted associa ons, but also target investment towards suitable content. 72 europeanbusinessmagazine.com
With advanced technologies that blend semantic analysis and natural language processing, a brand can uncover exactly what the words on a webpage mean and how they relate to each other, in real- me and at scale. This allows business leaders to keep adver sing op ons open without pu ng their brand at risk. For example, in the current situaon, that could include dis nguishing nega ve content about coronavirus from stories with a positive sen ment, such as business survival or human kindness.”
Covid-19 has seen ad fraud skyrocket. How can business leaders op mise ads for performance by closely scru nising the supply chain? Nick Morley: “It almost goes without saying that problems with ad fraud pre-date today’s disruption. Long before the outbreak, ad fraud was predicted to become the second-greatest source of criminal revenue globally by 2025. But with budgets ghtening and adver sers under greater scru ny than ever, it’s even more important to keep a close watch
