Integral Ad Science Launches IAS Election Lab to Navigate Brand Safety in 2024 Elections

Integral Ad Science (IAS) has launched the IAS Election Lab, a research initiative aimed at helping advertisers navigate brand safety challenges during the 2024 global election season, providing actionable insights to ensure marketers can focus on performance amidst the expected $10.2 billion in political ad spend. This description highlights the primary topic (IAS Election Lab), the main entity (Integral Ad Science), the context (2024 global election season), and the significant action (launching a research initiative to address brand safety challenges). The description also provides relevant details about the expected political ad spend, which will help an AI generate an accurate visual representation of the article's content.

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Integral Ad Science Launches IAS Election Lab to Navigate Brand Safety in 2024 Elections

Integral Ad Science Launches IAS Election Lab to Navigate Brand Safety in 2024 Elections

Integral Ad Science (IAS), a leading global media measurement and optimization platform, has launched the IAS Election Lab to provide advertisers with research and actionable insights to navigate brand safety challenges during the 2024 global election season. The lab aims to help brands navigate the risks and opportunities that the elections will bring and provide actionable insights to ensure marketers can focus on performance.

According to Ad Impact's 2023/2024 Political Ad Spending Projections Report, political ad spend is expected to grow 13% compared to 2020, reaching a staggering $10.2 billion. This creates unique challenges for advertisers in navigating brand safety amidst the influx of political advertising. Political ads often adopt a more serious and negative tone, creating a jarring backdrop for brand advertising. Brands must also contend with well-funded political campaigns vying for attention and consider how their messaging could land with different groups of consumers.

Why this matters: As the 2024 election season approaches, the ability of brands to navigate brand safety challenges will be crucial in maintaining their reputation and maximizing their advertising ROI. The increasing importance of brand safety and suitability in the digital advertising landscape makes initiatives like the IAS Election Lab essential for advertisers seeking to stay ahead of the curve.

However, there are also opportunities for brands during election seasons. Ipsos data suggests that 78% of consumers claim that political advertisements do not influence their perception of other ads. Some brand ads even perform better in the context of political advertising than in regular ad breaks, particularly those with a positive, uplifting, and emotional tone. Brands can resonate with consumers on a deeper level by aligning their values with their purchasing decisions.

"As election season intensifies, marketers must be increasingly mindful of the content that they run adjacent to, which could range from misinformation to undesirable subject matter that may not be brand safe or suitable," said Lisa Utzschneider, CEO of IAS. "The IAS Election Lab is committed to using the power of data science to help brands navigate the risks and opportunities that the elections will bring and provide actionable insights to ensure marketers can focus on performance."

The IAS Election Lab's research addresses marketers' concerns as we enter the election season, including how to avoid misinformation and controversial content around Super Tuesday and other political events, while continuing to effectively reach engaged audiences and maintain brand reputation. Ipsos' Creative Spark solution tested 10 brand ads in two environments: one featuring standard non-political ads and another composed of political ads. The data suggests that political advertising does not significantly detract from the ability of brand ads to get noticed, be remembered, and be accurately attributed to the brand.

The launch of the IAS Election Lab is part of the company's efforts to prioritize high-growth opportunities and strengthen its position in the market. In its Q1 2024 earnings call, IAS reported revenue growth of 8% to $114.5 million, exceeding prior expectations. Adjusted EBITDA was $33.1 million, with a 29% adjusted EBITDA margin. The company attributed its strong performance to increased advertiser demand for its industry-leading products, particularly in social media.

IAS has established partnerships with major social media platforms, including Meta, YouTube, TikTok, X, and Snap, further validating the superiority of its social media offerings. "Data integrity is critical and inherent in all the reporting and insights we provide in every aspect of our business," said Utzschneider. "Our AI technology delivered up to 74% more accurate brand suitability measurement across social media platforms when compared to other provider solutions."

The IAS Election Lab is a timely initiative, given the increasing importance of brand safety and suitability in the digital advertising landscape. With the 2024 global election season approaching, advertisers are seeking trusted partners to help them navigate the complex and ever-changing media landscape. IAS's launch of the IAS Election Lab demonstrates its commitment to providing advertisers with the research and insights they need to ensure brand safety and maximize their advertising ROI.

Key Takeaways

  • IAS launches Election Lab to help advertisers navigate brand safety challenges during 2024 global elections.
  • Political ad spend expected to grow 13% to $10.2 billion in 2024, posing brand safety risks.
  • 78% of consumers claim political ads don't influence their perception of other ads, presenting opportunities for brands.
  • IAS Election Lab provides research and insights to help brands avoid misinformation and maintain reputation.
  • IAS reports 8% revenue growth to $114.5 million in Q1 2024, driven by demand for its industry-leading products.