The Relationship Between Brand Personality and Content Appropriateness

Background: New research conducted by MAGNA in partnership with Channel Factory explores the nuances in video types, and how they relate to consumers’ perceptions of brands that advertise against grey content or “questionable content”. The Art of Alignment: The Relationship Between Brand Personality & Content Appropriateness delves beyond misaligned content to understand what and how content areas impact brands.

Where did we test? Australia, U.S. and U.K. video environments: pre-roll video and controlled ads.

Key findings: 

  • Brands are held accountable to the content they appear next to
  • Brands have the most to lose with younger generations
  • Grey content prevents the message from sticking

Download the UK study today to understand more about what we found and how it can help improve your advertising campaigns in the United Kingdom.

Reach out to us directly to set up a meeting with us to walk you through it in detail.