By now, you’ve probably heard of Integral Ad Science (IAS) biometric study on the Halo Effect, which measured how ads are perceived when they are seen adjacent to high quality and low quality content environments. But how does this data compare to other factors, like relevance and brand loyalty?

[REFRESH: The Halo Effect Study]

To get a sense of what consumers are saying about content and environment quality, we conducted the Ripple Effect study in specific markets, Indonesia included. This follow-up study was designed to measure how consumer perception of a brand changes when it’s advertisements appear in different quality environments. Here’s what we learned: