Consumers are more concerned about brands that advertise near offensive content than near heavy news, according to a survey by Verizon Media and Insights Now provided to Marketing Dive.
The survey of over 2,000 Americans also found that 41% of consumers are getting more news coverage now than in 2017. Half choose their news sources based on credibility, and 29% said they feel more favorable toward brands they see advertising on news sites they trust.
Some verticals also show inconsistencies in concern for brand safety. The agencies quizzed in the report said FMCG and luxury brands lead this, while publishers said brands in verticals such as finance or travel and leisure lead the way.
Brands need to set their own parameters around what they mean by brand safety as different brands will have their own comfort levels.
“The intended audience, which are preschoolers, has no idea that they’re being pitched a commercial. The goal is for them to say, ‘Mom, I want what Ryan has.”
Largely due to new data privacy-oriented regulations and browser updates, good old fashioned contextual targeting is making a comeback–and that poses a challenge when it comes to digital contexts. Contextual targeting requires aligning publisher content and brand messaging, but – as the many brand safety blunders have shown – all the publisher content out there is a largely unmapped territory. It’s pretty hard to target anything without a map.
Content classification tools and technologies will end up blocking some inventory in the name of brand safety, but they will also open up new inventory and increase overall inventory value.
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Content might be ‘king,’ but context is queen.
Here’s the deal: Audience still matters, but audience plus context is key.
How do you navigate these tricky waters? Work with quality, reputable publishers, agencies and programmatic partners. If rates, volumes, etc. seem too good to be true, they probably are. So, look at things from the point of view of your audience: If it’s not content they’d consume, don’t allow your ads to be placed there.
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