The vast majority of consumers feel that placing ads next to high-quality content is important, with a number of them more likely to engage with ads that are surrounded by content of higher quality, according to digital ad verification firm Integral Ad Science.

The research found that a massive 91 per cent of UK consumers find ads being next to high-quality content to be important – leading 65 per cent of them to be more likely to engage with the ads. The figures are almost as high in France (90 per cent), the US (83 per cent), and Japan (82 per cent).

87 per cent of UK consumers also view ad relevance as being important, alongside 93 per cent of people in France and 80 per cent in the US.

On the other side of the coin, 88 per cent of UK consumers are annoyed when ads appear next to low-quality content and only 22 per cent are likely to engage in those instances. 92 per cent of French and 90 per cent of Indonesian consumers feel the same.

The impact of low-quality content surrounding ads goes further by leading to 55 per cent of UK consumers feeling less favourable about brands and 70 per cent stopping using brands altogether. 68 per cent of Brits hold brands accountable for their poor placements.

“The Ripple Effect study shows there is a clear link between contextual ad quality and consumer response,” said Nick Morley, EMEA MD at Integral Ad Science. “As a positive takeaway, there is an opportunity for brands to harness the dual power of tailored ads and high-quality placement to drive greater audience engagement. However, it’s also vital to acknowledge the counterpoint. Placing ads beside low-quality content has significant consequences: carrying a high risk of damage to brand perception and even revenue – which, over time, will also impact the publisher. To ensure online ads drive the right reaction, brand suitability must be a top ad placement priority.”