Post by account_disabled on Mar 16, 2024 3:28:40 GMT -5
However, some advertising environments are not precise enough in targeting these messages, which can directly affect users' perception of the brand. This is according to recent research by the Media Research Department. The study, titled The Art of Alignment, focused on the nuances associated with advertising situations among regular users of famous content from the US, UK and Australia. Magna defines gray content as content that is not entirely consistent with individual brand values. In this sense, the impact of gray content on brands has been analyzed, understanding it as content that may or may not be consistent with individual brand values.
For example, an ad for a brand of baby products appeared in content related to a war video game. One of the study’s main conclusions is that users believe brands are responsible for the content B2B Reviews Club that appears adjacent to them, that is, they understand that the presence of advertisers demonstrates their support for the content. This was the view of British respondents, Americans and Australians. What’s more, when asked what made them think the brand endorsed the content, analysis participants pointed to contiguity. On the other hand, content dilutes attention in a message.
In other words, the type of content largely determines the focus of attention: there is a significant difference in the perception of the association between information and brand between gray content ads and standard content ads. A similar story was seen for purchase intent, where ads with standard content fell by a percentage point compared to ads with gray content; or search intent, where a five-point difference was observed between the two types of content. Looking at age groups, Millennials and Millennials were more likely than Generations to respond to perceived advertising misalignment: the former experienced a decrease in purchase intention of 10 points and 1 point, while the latter experienced only 1 point decrease.
For example, an ad for a brand of baby products appeared in content related to a war video game. One of the study’s main conclusions is that users believe brands are responsible for the content B2B Reviews Club that appears adjacent to them, that is, they understand that the presence of advertisers demonstrates their support for the content. This was the view of British respondents, Americans and Australians. What’s more, when asked what made them think the brand endorsed the content, analysis participants pointed to contiguity. On the other hand, content dilutes attention in a message.
In other words, the type of content largely determines the focus of attention: there is a significant difference in the perception of the association between information and brand between gray content ads and standard content ads. A similar story was seen for purchase intent, where ads with standard content fell by a percentage point compared to ads with gray content; or search intent, where a five-point difference was observed between the two types of content. Looking at age groups, Millennials and Millennials were more likely than Generations to respond to perceived advertising misalignment: the former experienced a decrease in purchase intention of 10 points and 1 point, while the latter experienced only 1 point decrease.