Brand Safety Is Not the Only Factor Determining the Effectiveness of Video Ads

Study from IPG Media Lab, Magna, Twitter focuses on quality of adjacent content

The Influence of Context examines how the context in which video ads are viewed affects how viewers perceive them IPG Media Lab/Magna/Twitter

Brand safety is an important factor in determining which content to run video ads adjacent to, but having that content be seen as high-quality and trustworthy is a key factor, as well, according to a new study from IPG Media Lab, Magna and Twitter. David Cohen is editor of Adweek's Social Pro Daily.