DoubleVerify worked with Sapio Research to implement an in-depth study with over 10,000 consumers across France, Germany, Spain, the UK and the US — in order to gauge respondent behaviors and attitudes toward content and advertising during the disruption of 2020.
The report uncovered four noticeable trends:
- Content consumption is soaring with an accelerated appetite for Social Media and CTV
- People are open to ads but brand suitability is essential
- Navigating news cycles requires increasing nuance
- A future built on contextual ad approaches powered by AI
Please note for any non-IAB research, IAB does not analyze the data for accuracy or reliability nor do we take responsibility for the findings. Use appropriate sourcing and fact-checking when applying this data for business use.