The Brand Safety Effect: How unsafe ad placement impacts consumer brand perception (October 2018)

Read the full Brand Safety Effect report

Executive Summary

CHEQ, Magna & IPG Media Lab set out to quantify the effects of unsafe ad exposure on consumer brand perceptions. These are the key findings:

Many consumers view unsafe ad placement as an intentional endorsement of the negative content.

With unsafe ad placement, consumers’ perception of the brand declines significantly across key brand metrics.