Platforms rightfully focus on the eradication of dangerous and ubiquitous brand safety issues that can be managed at scale for all advertisers. The complexity comes in when brands actually want more than that, when they want content to be “suitable” to them specifically
Brands are best off standing adjacent to content that reflects their brand identity and is never damaging in any way to their brand.
In Loerke’s view, brands now want to work collectively on finding a solution to dangerous online content: “working individually is not going to fix anything,” he said. “We brand owners have a responsibility. It may not be a brand safety issue, but we have a moral responsibility. We will want to do that collaboratively with the platforms.
“We need to move beyond brand safety as a talking point and talk more about brand suitability,” he says. “This means taking a closer look at context when considering brand safety, managing risk and ‘bringing better data specificity to their targeting.’”
Anzu offers a blended in-game advertising solution that integrates real-world brand ads into gameplay. The platform provides real-time data and programmatic capabilities to video-gaming, helping with ad viewability and brand safety, making gaming accessible to marketers.
Major publishers often talk wistfully of shutting off open-exchange inventory, given they can make higher premiums on private deals while also being able to guarantee brand safety and other client targets more easily.
The FT’s programmatic growth is proportionate to the demand of clients trying to target valuable audiences and ensure brand-safe ad environments, according to Paul Kasamias, managing partner at Starcom.
‘The Brand suitability Survey‘ focuses on brands from US and EMEA and provides a view of the sensitivities that surround the type of content deemed brand suitable across industries, countries and cultures.
56% of respondents said that sexist content would score 9 or 10 on a scale of 1-10 of most damaging and 70% of respondents said that racist content would score 9 or 10 on a scale of 1-10 of most damaging. However, within the US specifically, the survey results showed that polarising social content is most controversial in US at 33%, while in Europe fascist content is highest at 64%.
Advertisers have varying levels of sensitivity, and each brand requires a tailored approach, as their regions, cultural issues, and unique brand sensitivities combine to create different needs.
While violent content didn’t top the list of concerns, it still scored pretty high. At the esports event last week, brands such as Anheuser-Busch acknowledged that games with red blood in them (particularly realistic first-person shooters) were inappropriate for the brand image. That’s a tough challenge, as such games are popular with millennials, who are a hard target to reach via traditional media.
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