Brand safety

 


Brand safety is a critical concern for digital marketing teams, as it revolves around safeguarding a brand's reputation when advertising online. This entails ensuring that a brand's ads are not displayed alongside inappropriate or inaccurate content and that copyrighted materials are not used without permission.

For instance, if a brand's ads appear on a website disseminating misinformation, the brand's reputation may suffer due to the association with misleading content. Similarly, if a brand values inclusivity, it wouldn't want its ads to be featured on websites promoting hateful or controversial views.

The Interactive Advertising Bureau (IAB) has identified 13 topics that brands should avoid associating with to maintain brand safety. These include military conflict, obscenity, drugs, tobacco, adult content, arms, crime, death/injury, online piracy, hate speech, terrorism, spam, and fake news. Additionally, brands may choose to avoid other topics based on their specific values and offerings. For example, a brand selling baby toys may opt to avoid appearing on gambling sites.

To ensure brand safety, digital marketers can take several steps:

  1. Define what is considered "unsafe" for the brand and understand that scale isn't everything.
  2. Use trusted technology, such as brand safety tools, when submitting ads to display networks or social media platforms.
  3. Purchase ad space directly from reputable publishers to control where ads are placed.
  4. Utilize image recognition technology to identify images that may be deemed unsafe for the brand.
  5. Select keywords to avoid, allowing marketers to exclude specific content when submitting ads.
  6. Apply geotargeting to ensure ads are displayed in relevant regions, thereby remaining sensitive to diverse customer bases.

In conclusion, brand safety requires careful consideration and proactive measures to protect a brand's reputation. By understanding what types of content and topics are unsuitable for the brand and utilizing appropriate strategies and technologies, marketers can uphold brand safety standards and enhance brand credibility in the digital landscape.

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