New Research Highlights the Importance of Brand Safety
Placement of ads in a brand unsafe environment
tarnishes a brand’s image, weakens consumer trust, and results in decrease in
revenue. Ensuring brand safety is very important for brands, whether small or
big. Like previous research, new research also fully backs this statement.
A recent survey conducted by GroupM, which included
fourteen-thousand consumers in twenty-three countries, has shed light on the concerns
that consumers have about digital marketing and advised important
considerations for digital marketers. According to the survey, more than six in
ten (64%) consumers would have a negative opinion of a brand displaying ads against
inappropriate content. 37% respondents, i.e. over one-third of respondents, found
digital ads to be highly intrusive.
75% of the survey respondents believed that the responsibility
to stop harmful or inappropriate content from appearing rests with the digital
platforms. They said that proactive steps should be taken by the marketers in
order to make sure that parameters are set around ad placements for creating marketing
effectiveness and affording protection to brand value.
The survey report found that the trust of consumers in
digital marketing is less than expected. The trust factor is very important as brand
value is directly correlated with the consumer trust. For brands, it means they
should work on building a responsible digital marketing ecosystem that does not
dampen consumer trust in brands. For keeping consumer trust intact, a brand
should take measures to prevent ad placement against any type of harmful or
unsuitable content.
The findings of the above survey are consistent with
those of the survey conducted by the Trustworthy Accountability Group (TAG) and
Brand Safety Institute (BSI) in 2019. The survey was conducted among the US
consumers and included over one-thousand respondents. 90% of the respondents said
that ensuring non-placement of ads against unsafe or inappropriate content is very
or somewhat important for advertisers.
Over 80 percent said that they would reduce buying or would
entirely stop purchasing a product, which they buy regularly, if in case, it is
advertised against extreme or dangerous content. 90% respondents said that they
would decrease their spending on the product advertised next to the content
involving terrorist recruiting videos, while 67% said they would completely stop
purchasing it. 70% respondents held advertisers responsible for ensuring ads do
not run against unsafe or inappropriate content, while 68 percent held ad
agency responsible.
To prevent placement of ads against unsafe content,
majority of brands make use of traditional brand safety solutions such as keyword
blocking and whitelisted channels. These solutions often limit the reach of the
campaigns and hampers monetization.
AI-powered brand safety solutions have appeared in the
market, but those dependent on machine learning, NLP and semantic analysis fall
flat when it comes to comprehending the sub-text, nuanced contexts and complex
relationships words have in written or spoken language.
The innovative AI-powered brand safety solutions that
make use of computer vision offer unparalleled context relevance and overcome
the limitations of other brand safety methods such as content under and
over-blocking. Computer vision enables accurate detection of contexts in online
videos such as faces, on-screen text, emotions, logos, objects, scenes and
activities. Computer vision powered brand safety solutions contextually filter
out harmful or unsuitable content, providing a truly suitable environment to
brands for video advertising.
With research continuously backing the importance of
brand safety, adopting an effective brand safety strategy is a must for brands.
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