For the past few years, the epicenter of what matters in internet advertising has been in the market segments. The race to be conquered and the element that marketers were focusing on was niches. The crucial thing was that your audience was seeing your ad and that they did it at the most appropriate time for it. Everything else was somewhat secondary.This was what underpinned the success of the actions carried out by the algorithms and what positioned programmatic advertising in a prominent way. The promise was, after all, that: consumers would see the ad that best suited their interests at the right time. The channel would be the one that was available.But is the channel so unimportant?

Not really. Advertisers themselves and the players in the advertising industry had it more or less Tunisia Email List present even when the key element seemed to be, simply, to reach the right audience. After all, advertising in reference media has always been paid for at premium prices.Not everything goesThe last few years have accelerated, yes, the awareness that not all channels are valid and that the context has serious indirect consequences. The boom of fake news and disinformation make advertisers live in fear (for example, they already fear what may happen to the perception of their advertising on social networks for this reason) and scandals such as the YouTube case have accelerated the feeling of concern in the face of potential reputational consequences.

However, marketers shouldn’t just focus on negative fears and hot spots. Studies and impact analyzes have also shown that there is a positive effect. That is, the ads and the channel in which they are displayed can interact, reinforcing the second ones, the good image of the first ones. It is the so-called halo effect.The halo effect is not a new discovery, although it is true that more and more studies are reinforcing the idea and providing data that insist on the importance of choosing well and good online media. The latter has been produced by the IAB.How the perception of brands changesThe study has been carried out in collaboration with Magid Research Find and concludes that advertising in media considered safe has a notable impact on brand perception.

According to the study, trust increases and consumers also become more likely to react to the ad and respond.40% of consumers recognize that they would be more willing to try a brand after seeing your campaign in the middle of the news (reliable). 45% say they are more likely to visit the brand’s website, 43% that they would consider buying it and 39% that they will feel more comfortable recommending that brand to others.The effect that secure media has on brand ads doesn’t just hit hard points. They also do it in intangible elements. The image of the brand gains in certain values ​​thanks to the position occupied by the ads. Thus, 49% of consumers assure, after time, the advertisements of these brands in secure media, that they are more relevant, 47% that they are focused on consumers and 46% that they are of high quality.

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