Managed Services
Fully managed YouTube campaigns with performance and cost guarantees, expert insights and 24/7 support.
What is Brand Safety?
What is brand safety at Channel Factory? We use the deepest video data in the industry to build custom brand safety profiles and brand safety guidelines specific to each advertiser.
Protect Your Brand Reputation
Brand reputation is paramount, and its protection has to be tailored to each brand’s specific preferences to address any brand safety concerns.
Manage Your Ad Placements
Completely customized video environments allow you to protect your brand on YouTube and control advertising on a global scale across multiple languages, cultures, and borders.
Customer Aligned
Why is brand safety important? Industry studies show an overwhelming majority of consumers will turn their backs on brands appearing on content unsuited to their brand. Channel Factory uses ideal videos chosen by the brand to build consumer-aligned video environments.
Maximum Performance
Brand safety tools like our constant optimizations harness the speed of YouTube publishing to ensure brand safe alignment and huge scale. Content alignment has been shown to deliver up to 50% higher ad recall than traditional targeting approaches.
Channel Factory’s Brand Safety Methodology
Channel Factory’s human-guided proprietary technology indexes and categorizes every angle of YouTube video and channel content 24/7 and harnesses it to create highly customized YouTube campaigns at scale.
Extensive Video Data
Proprietary software analyzes all video metadata, including audio transcripts, to identify every video and channel element that either works for or against a brand.
Extended Exclusion Lists
100,000+ keywords, videos and channels across 15+ safety categories are updated daily by experts. These exclusion filters scan and index YouTube videos according to unique brand safety profiles.
Custom Inclusion Lists
Our proprietary recommendation algorithm analyzes videos personally selected by brands and builds brand-ideal YouTube ad environments which human reviewers confirm align with their specific needs.
Local Languages
Multiple local language customizations enable brands to specifically tailor their brand campaigns to include or exclude content based on market, language, and cultural customized brand safety sensitivity.
Frequent Optimizations
24 hours can define a YouTube campaign. Channel Factory content packages and brand safety tools are constantly refreshed to maintain competitive CPVs against newer, trending inventory for maximum scale and customized brand safety in the world’s most populous, rapid online video environment.
Expert Curators
Human curators stationed across the globe and native speakers attuned to local languages and culture guide immediate safety trend identification and content package personalization.
How to Work with Us
Channel Factory handles YouTube ad campaigns for brands and agencies from start to finish. Our proven approach uses advanced brand safety, guaranteed cost and performance, and full reporting analytics to help advertisers maximize their YouTube ads from first view to checkout.
The Brand Suitability Guide
The complete download on brand safe advertising on YouTube.
Download it here.
MORE ABOUT CUSTOM YOUTUBE BRAND SAFETY
1. What is Custom Brand Safety?
Custom Brand Safety is the mitigation of risk in a brand’s advertising supply chain. It requires brand customization to ensure their ads are seen in environments that align with their profile, message and audience.
2. What Does Custom Brand Safety Include?
3. Why Is Custom Brand Safety Important In General?
- Brand Reputation: customized brand safety guidelines ensure brands stay away from content that could damage its particular persona. A 2019 Channel Factory study showed 33% of U.S. ad executives flagged polarizing social issues as an extreme content risk.
- Brand Relevance & Ad Effectiveness: customized brand safety helps advertising stay relevant to the content they run on which impacts ad recall, brand awareness lift and consumer response. In a 2017 Google Study, contextual alignment was found to increase Ad Recall by up to 50%.
- Consumer Perception/Engagement: people infer a link between an ad and where it appears. When there’s a mismatch, consumers alter the way they see that brand. TAG/BSI found in their 2019 consumer survey that 82%+ of consumers would lessen their spend on products advertising in contexts inappropriate for their brand.
4. Why is Custom Brand Safety Important On YouTube?
Custom brand safety on YouTube is vital when you think of the extent of content and rapidity of publishing on the platform. Custom brand safety systems need to be implemented for every market a brand is present in which means adapting to local languages, cultures, and regulations.
- YouTube is a User Generated Content (UGC) platform with 500hrs of new video uploaded each minute by 50+ million creators, media companies and multi-channel networks (MCNs)
- 1 billion hours of video is consumed every day
- YouTube caters to 80+ languages, with 91 localized language platforms
- YouTube enables free speech across extensive topics and interests
- People engage with videos with “likes/dislikes” and extensive comments
- Content can gain rapid, viral traction in minutes
5. What Should Brands Consider?
- Brand Persona – brands must think about their image and consider what type of content that image aligns with online, especially on platforms like YouTube with rapid publish models.
- Local Regulations – regional legal and regulatory obligations affect advertising placements and various targeting choices.
- Local Languages – language is nuanced. Many brands need a foreign language strategy for scale, which means they need a customized brand safety approach for each language, with its own idiomatic peculiarities.
- Sector-Wide Brand Safety – every sector has its own specific content issues (think airplane crashes for airlines)
6. How Do You Manage Custom Brand Safety?
- YouTube brand safety solutions are extensive but it’s up to the brand to work out what’s right for them amidst the remaining content gray areas and build out a custom plan.
- Proactive, smart brands have customized brand safety strategies in place for every market they’re present in, which includes a framework for what content they choose to exclude as well as actively seek out.
- To build YouTube campaigns that achieve customized brand safety, alignment, scale and engagement, brands should build proactive media plans which identify the video, channel and audience signals which indicate customized brand safety meeting and addressing YouTube brand safety issues.
- Custom brand safety plans need to include multi-language keywords, contextual and content themes, and assess both videos and overall sites/channels individually.
- Optimize once campaigns are running to ensure scale and ongoing customized brand safety in a rapid publishing environment.
