DISQO：2020評估廣告相關性調查（英文版）(23頁).pdf

1、Ad Relevance Survey May 2020 Snapshot Introduction Overview 3 People encounter ads everywhere they go on their commutes, while shopping, and even at home. Encountering ads is inevitable, but are all the ads people see relevant to their interests and needs? How often do they see ads that are engaging

2、 enough to infl uence a purchase? To answer these questions, DISQO has conducted a study into ad relevance. From May 12 through May 15, 2020, we surveyed a selection of DISQO Audience members to understand: Consumer interest in viewing relevant ads Relevance of typical ads seen Factors that determin

3、e ad relevance Consumer sentiment in relation to ads Methodology 4 The study was conducted online, distributed to a nationally representative sample of DISQO Audience members within the United States via the Survey Junkie platform, which is wholly owned by DISQO. Surveys were taken on both desktop a

4、nd mobile devices. A total of 999 responses were collected over a four-day period, from May 12, 2020 through May 15, 2020. About DISQO 5 DISQO is a consumer-fi rst insights platform that delivers unprecedented data and analytics to the market research industry. The company powers insights profession

5、als and marketers with automated solutions that drive consumer research and improve ad effectiveness. Today, DISQO delivers an accurate and complete view of the consumer via technology built on the foundation of the largest fi rst-party research audience. By engaging consumers who choose to share th

6、eir attitudes and behaviors, DISQO captures the highest quality data, empowering its clients to make confi dent decisions. Founded in 2015, DISQO is headquartered in Los Angeles, California, and has over 140 employees. May 15th Results 999 responses collected May 12 to May 15, 2020 Interest in Relev

7、ant Ads (May 12-15) Q: I want to see ads that are relevant to me. Source: DISQO Ad Relevance Survey, May 2020, n=999 GeneralWestMidwestSouthNortheast 1% 2% 3% 1% 2% 3%2%2%3%2% 13% 12% 19% 14%14% 39% 37% 39% 43% 39% 43% 48% 38% 40% 43% Strongly disagreeDisagreeNeutralAgreeStrongly agree Interest in R

8、elevant Ads by Age (May 12-15) Q: I want to see ads that are relevant to me. Source: DISQO Ad Relevance Survey, May 2020, n=999 0% 20% 40% 60% 80% 100% 18 to 2425 to 3435 to 4445 to 5455 to 6465 to 7475+ 84% 72% 88% 83% 84% 83% 87% Source: DISQO Ad Relevance Survey, May 2020, n=999 GeneralWestMidwes

9、tSouthNortheast 1% 2% 6% 3%3% 16% 12% 15% 12% 13% 33% 28% 31% 28% 30% 37% 35% 32% 46% 37% 13% 22% 15% 12% 17% Strongly disagreeDisagreeNeutralAgreeStrongly agree Viewership of Relevant Ads (May 12-15) Q: I tend to see relevant ads. Source: DISQO Ad Relevance Survey, May 2020, n=999 0% 20% 40% 60% 80

10、% 100% 18 to 2425 to 3435 to 4445 to 5455 to 6465 to 7475+ 51% 41% 53% 56% 57%57% 60% Viewership of Relevant Ads by Age (May 12-15) Q: I tend to see relevant ads. Source: DISQO Ad Relevance Survey, May 2020, n=999 GeneralWestMidwestSouthNortheast 2% 3% 5%5% 4% 17% 14% 22% 14%16% 30% 30% 27% 33% 30%

11、37% 35% 32% 36% 35% 14% 18% 13%12% 15% Strongly disagreeDisagreeNeutralAgreeStrongly agree Ad Relevance to Interests (May 12-15) Q: The ads I have recently seen are relevant to my interests. Source: DISQO Ad Relevance Survey, May 2020, n=999 0% 20% 40% 60% 80% 100% 18 to 2425 to 3435 to 4445 to 5455

12、 to 6465 to 7475+ 27% 29% 50% 56% 59% 57% 58% Ad Relevance to Interests by Age (May 12-15) Q: The ads I have recently seen are relevant to my interests. Source: DISQO Ad Relevance Survey, May 2020, n=999 GeneralWestMidwestSouthNortheast 3%3% 6% 5% 4% 22% 13% 24% 19% 18% 29% 36% 33% 34% 33% 32% 30% 2

13、6% 30% 30% 14% 19% 11% 13% 15% Strongly disagreeDisagreeNeutralAgreeStrongly agree Ad Relevance to Needs (May 12-15) Q: The ads I have recently seen are relevant to my needs. Source: DISQO Ad Relevance Survey, May 2020, n=999 0% 20% 40% 60% 80% 100% 18 to 2425 to 3435 to 4445 to 5455 to 6465 to 7475

14、+ 27% 26% 42% 52% 56% 47% 51% Ad Relevance to Needs by Age (May 12-15) Q: The ads I have recently seen are relevant to my needs. 4% 34% 29% 24% 9% *Ad Relevance Survey 2019 Proportion of Relevant Ads (May 12-15) Q: Of the ads I see, _ are relevant. None Some Half Most All Source: DISQO Ad Relevance

15、Survey, May 2020, n=999 Source: DISQO Ad Relevance Survey, May 2020, n=999 Proportion of Relevant Ads by Age (May 12-15) Q: Of the ads I see, _ are relevant. 18 to 2425 to 3435 to 4445 to 5455 to 6465 to 7475+ 10%8% 2%2% 3% 5% 1% 55% 53% 38% 34% 28% 25% 19% 18% 24% 30% 34% 29% 27% 34% 12% 14% 23% 23

16、% 25% 28% 38% 4%2%7%8% 15%15% 8% NoneSomeHalfMostAll 0% 10% 20% 30% 40% 50% 42% 24% 14% 12% 11% 7% Elements of a Relevant Ad Q: What makes an ad relevant to you? Nothing Usable Satisfi es a want Relatable Satisfi es a need Of interest Source: DISQO Ad Relevance Survey, May 2020, n=999 0% 10% 20% 30%

17、 40% 50% 36% 17% 16% 10% 7% Elements of an Irrelevant Ad Q: What makes an ad irrelevant to you? Annoying ads Not useful Dont need it Not relatable Not interested Source: DISQO Ad Relevance Survey, May 2020, n=999 Relevant Ads & Sentiment (May 12-15) Q: How do you feel when you see a relevant ad? Sou

18、rce: DISQO Ad Relevance Survey, May 2020, n=999 GeneralWestMidwestSouthNortheast 1%1% 2% 1% 2% 1% 1% 1%1% 13% 14% 22% 20% 16% 53% 50% 49% 53% 51% 31% 35% 28% 24% 30% Extremely negativeNegativeNeutralPositiveExtremely positive Relevant Ads & Sentiment by Age (May 12-15) Q: How do you feel when you se

19、e a relevant ad? Source: DISQO Ad Relevance Survey, May 2020, n=999 18 to 2425 to 3435 to 4445 to 5455 to 6465 to 7475+ 2% 1% 1% 2% 1% 2% 2%3% 1% 1% 1% 18% 18% 15%19%18% 12%16% 55%57% 48% 48% 43% 53% 56% 22%22% 35% 33% 37% 33% 27% Extremely negativeNegativeNeutralPositiveExtremely positive Source: D

20、ISQO Ad Relevance Survey, May 2020, n=999 GeneralWestMidwestSouthNortheast 27%20%22%24%23% 38% 29% 36% 34% 33% 25% 36% 32%32% 32% 3% 8% 6%7% 6% 7%7%4%4%6% Extremely negativeNegativeNeutralPositiveExtremely positive Irrelevant Ads & Sentiment (May 12-15) Q: How do you feel when you see an irrelevant

21、ad? Source: DISQO Ad Relevance Survey, May 2020, n=999 18 to 2425 to 3435 to 4445 to 5455 to 6465 to 7475+ 29%25%22%20%21%25%19% 55% 52% 34% 31% 24% 22% 30% 16% 19% 35% 37% 38% 35% 38% 2% 4% 8% 9% 8% 9% 3%7%4% 8% 10% 4% Extremely negativeNegativeNeutralPositiveExtremely positive Irrelevant Ads & Sentiment by Age (May 12-15) Q: How do you feel when you see an irrelevant ad? Thank you!