Social Ads and Consumer Perception

Driving engagement with in-feed advertising


With the unparalleled reach and universal adoption of social media, it's no surprise that it is becoming a significant channel for advertisers to reach online consumers, with ad spend projected to reach $96 million in Singapore alone by 2025. 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?

Here's a sneak peek of what our study revealed:
  • 99% of online consumers use at least one social media account
  • 89% of online consumers have engaged with an ad on social media; 29% purchased a product/service advertised
  • 99% of online consumers hold social platforms and brands/advertisers responsible for ads appearing next to unsafe content

Download the full research, Social Ads and Consumer Perception, to find out how advertisers can optimize their social media ad spend through the lens of the consumer.

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