With a customer-trust approach to everything they do, these brands have a more sophisticated approach to advertising. They don’t even need to talk about brand safety at all, because it’s naturally built into the broader customer-focused plan that they create. Brand safety evolves to brand suitability when the customer is at the core of the plan.
YouTube commenters will now have their channel loyalty — or their tendency to troll — exposed, thanks to a new feature called profile cards, now in testing. Recently announced by way of YouTube’s Creator Insider channel, where the company shares updates and changes with its creator community, these new profile cards would appear whenever you clicked on a commenter’s name, and would list all their other recent comments on the channel.
Sex, drugs, news, violence – any content that could lead to a negative association with one of its brands goes on the block list, said Jennifer Mennes, North America media director for Mondelēz International.
But the initiative wasn’t always efficient. Mondelēz was running post-bid measurement and paying for blocked impressions, rather than proactively weeding out problematic placements before making its buys.
While a growing number of brands are running scared from advertising against news stories, Bank of America is spending 30% of its entire digital budget in the space. It’s mitigating any risks by building out the brand safety unit it first launched at the beginning of this year.
Lou Paskalis, Bank of America’s senior-vice president of customer engagement and media Investment, first revealed the company had hired someone as a chief brand safety officer last February.
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