A poll of U.S. marketers, conducted in 2017, found that 68% said their brand had been exposed to “brand safety” issues. Furthermore, it reported that, despite YouTube’s notable brand safety issues, publisher sites, Twitter and Facebook all ranked as having higher risk.
The paradox for publishers to overcome is that softening your edges to appease advertisers erodes brand credibility. So, how can publishers continue to generate revenue with content advertisers won’t touch?
Publishers shouldn’t be forced to give advertisers what they want, but create content so valuable and unique that the audiences they attract can’t be ignored by advertisers.
Podscribe leverages Comscore’s Activation solution suite, which includes a robust set of audience and contextual segments that help advertisers reach specific audiences in brand-safe, relevant content across desktop and mobile platforms.
New data suggests that social media users are more receptive to ads on platforms that have high digital trust.
When users feel a platform is prioritizing their interests, they’re likely to engage more authentically and perceive that environment as trustworthy. Brands that create compelling campaigns on trusted platforms can both avoid brand-safety issues and also receive more positive engagement from audiences.
Facebook performed worse across every pillar after another damaging year for its public image.
Butter brand Flora has ended its partnership with parenting website Mumsnet. Flora’s parent company Upfield has said the decision was made due to concerns over brand safety.
Mumsnet reportedly has 10 million users who engage in discussions and debates on a variety of issues on its forums. An article published by Vice in December 2018 described Mumsnet as a “toxic hotbed of transphobia”.
“It is imperative that brands stand adjacent to content that reflects their brand identity and is never damaging in any way to their brand. With this in mind, the message to marketers is clear – don’t go everywhere; go where you will have the most impact.” Mattias Spetz, Channel Factory
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