With the unparalleled reach and universal adoption of social media, it's no wonder that social ad spend is projected to reach $2.7 billion in Australia alone by 2024. As media budgets continue to flow to social platforms, how can advertisers unlock the power of context to protect and grow their brands?
In our latest research, IAS aims to shed light on consumers' overall social media usage and better understand their perception of in-feed advertising. Specifically, how does the contextual relevance of in-feed advertisements impact consumer perception and influence purchase intent?
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