An overwhelming majority of respondents still plan to advertise on social media, highlighting the importance of rigorous brand protection measures
NEW YORK, Dec. 16, 2022 /PRNewswire/ -- Integral Ad Science (Nasdaq: IAS), a global leader in digital media quality, today released its IAS Industry Pulse Report that found media experts called out declining consumer trust as a top concern with advertising on social media platforms. Despite that caution, the compelling reach and engagement of social media means the vast majority of media experts still plan to advertise on those same platforms next year.
"IAS research found 77% of media experts agree that eroding consumer trust in major social media platforms may negatively impact their media spend," said Khurrum Malik, Chief Marketing Officer of IAS. "At the same time, marketers can't turn away from the allure of reach and engagement that social media can provide. This love / worry relationship highlights the need for increased transparency for social media advertisers."
Challenges for social platforms
Digital audio and video game advertising will continue to disrupt the digital media landscape in 2023
Additional key takeaways include:
The IAS Industry Pulse Report provides key trends and emerging technologies expected to shape the advertising industry next year. In partnership with YouGov, IAS surveyed over 350 digital media experts including digital advertising professionals representing brands, agencies, and publishers, as well as ad tech vendors.
Press Contact: press@integralads.com
About Integral Ad Science
Integral Ad Science (IAS) is a global leader in digital media quality. IAS makes every impression count, ensuring that ads are viewable by real people in safe and suitable environments, activating contextual targeting, and driving supply path optimization. Our mission is to be the global benchmark for trust and transparency in digital media quality for the world's leading brands, publishers, and platforms. We do this through data-driven technologies with actionable real-time signals and insight. Founded in 2009, IAS works with thousands of top advertisers and premium publishers worldwide. For more information, visit www.integralads.com.