Impact of Prevailing Notions and Culture on Brand Safety
Brand safety is a relative concept that
changes with time and depends on the prevailing notions and culture. Today, in
the digital times, changes in people’s thinking and cultural norms occur at a much
faster rate, and therefore, brand safety is much more frequently affected.
Brands today advertise against different
types of websites such as news sites and video hosting platforms. The content
on these sites reflect the current notions. This poses a serious challenge to
brands, as brands do not know against which content their ads may appear. For
example, an ad of a car having a huge diesel engine may appear on a news
website or YouTube against a story or video talking about the negative effects
of climate change on the environment. A decade ago, this might not have posed
any problem for the car brand, but in today’s time, climate change is regarded
as a grave issue and consumers will form a negative impression of the
brand.
For brands, #metoo movement surfaced as a
shift in the cultural norms that cast a huge impact on their advertising
strategy. Brands refrained themselves from placing their ads next to the
movement related content. Cultural brand safety norms vary from region
to region. For example, brands in the United States are susceptible to opposing
political views, while those in the Europe are vulnerable to fascist content.
Thus, brands are required to devise their brand safety strategy according to
the region in which they want to promote their products.
Research shows that consumers think that
it is the responsibility of brands and their agencies to ensure their ads do
not appear against harmful or inappropriate content. Brands should devise a proactive
and elastic brand safety strategy that can keep them protected from changes in cultural
norms that are bound to keep occurring.
Brands should continuously pay attention
to real-world cultural, social and political events along with evolving
behavior of consumers to keep themselves abreast of negative content and trends.
This will save them from getting entangled in a brand safety crisis. Brands
should pay attention to both local and global happenings in order to run successful
cross-border campaigns.
A robust brand safety strategy would be
that which can effectively deal with changing cultural norms, changing notions
of people, and differences that exist across country lines. Brands should use a
brand safety solution that works in real-time, provides a very high degree of
context relevance while detecting harmful or inappropriate contexts, and offers
custom controls.
Blanket exclusion methods based on keyword
blacklists have limitations such as content under- and over-blocking, and lack
the flexibility to offer custom controls to brands. AI-powered solutions have
emerged that focus on providing high context relevance, but those based on machine
learning, natural language processing, and semantic analysis are unable to
truly understand the sub-text, nuanced contexts, and complex relationships between
words.
True context relevance is only offered by brand
safety solutions that make use of computer vision. Various contexts in online
videos such as such as faces, objects, logos, on-screen text, emotions, scenes , and activities can be accurately detected by leveraging computer vision technology.
By using a computer vision powered brand safety solution, brands can
effectively get rid of harmful or unsuitable content, and ensure a true brand-suitable environment for achieving their video advertising goals.
To effectively deal with different notions
and cultural norms in different times and regions, brands should adopt a fully
context-relevant brand safety solution.
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