BRAND SUITABILITY is
more than just safety
While brand safety is a set of measures that aim to help brands avoid content that people universally agree should be blocked, brand suitability is unique to each brand. What is brand suitability? It is a solution that offers customized alignment with content that makes sense for a brand’s image, customer base, local markets, and business objectives.
BRAND SUITABILITY is
Perception
Surrounding the wrong type of content can have negative implications for brands in the minds of consumers.
82
%
would reduce spending on products advertised in an unsuitable context
BRAND SUITABILITY is
Performance
Running ads on brand-suitable content improves performance. A 2020 study conducted by Channel Factory and the University of Southern California showed a 93% increase in brand awareness for contextually aligned vs not contextually aligned ads.
BRAND SUITABILITY is
MORE EFFICIENT INVESTMENT
Running ads on YouTube with the wrong content is a waste of ad spend. In head-to-head tests we’ve run, ad campaigns without brand suitability controls have been shown to waste up to 28% of ad impressions on the wrong content. Make sure all of your ad spend goes towards running ads against engaged audiences on suitable content.
BRAND SUITABILITY Is
Paramount on 
New videos are uploaded on YouTube each minute, making it an ever-expanding and evolving advertising platform. YouTube brand suitability, or ensuring you’re running against content that is best suited and aligned with your brand, helps ensure you stay ahead of emerging trends and viral content that could happen every minute.
500
Hours of new content
Every Minute
CULTURES
LANGUAGES
REGULATIONS
WE USE CHANNEL AND VIDEO LEVEL DATA AND CONTENT SIGNALS
Audio Transcripts
Audio-transcripts allow you to select content based on the video’s audio-track. This extra depth enables brands to selectively target the suitable videos in a channel.
Sentiment Analysis
Sentiment analysis helps understand whether a video is positive using the positive and negative ratio of likes/dislikes of content. 90%+ ration of positive to negative content.
Content & Creator Quality
Filter for the quality of the content and the validity of the creator. Target only high production-value content from creators with real audiences.
TO HELP YOU FIND THE RIGHT CONTEXT, CONTENT, AND AUDIENCE IN EVERY VIDEO
5 Tips to Running Brand Suitable Campaigns
Determine the Type of Content that makes the most sense for your brand. Think about the audience you are looking to connect with, and what they are watching. Insider tip: pick 5 channels or videos that you want to surround and use that as a starting point to build an inclusion list.
What Does Your Brand Want to Avoid Specifically? Think about your brand values and what type of content may not make sense for you to align your brand with. Are you an alcohol brand that does not want ads on YouTube to appear next to automobile content? It is best to mimic your brand values and stay away from any content themes that may be harmful to your brand.
Think about the types of content that you would consider suitable for your brand versus those you would consider not suitable. Some categories are safe to advertise against, but not necessarily suitable for some brands. Examples may include ASMR, pranks, video games, music with expletives, news content, primitive/hunting, slime etc. For a full list of content categories to consider, reach out to marketing@channelfactory.com
Tailor the Strategy to the Brand/Market to ensure you are taking local language and cultural nuance into consideration when thinking about what content to align your brand with. Ads on youtube can be highly specific to a demographic so you wouldn’t want to misrepresent your target market and target demographics.
Consider any Applicable Laws like fair lending (financial institutions), COPPA (laws around Children's content), and LDA (laws governing alcohol in the US) to ensure your inclusion list avoids any legal pitfalls with certain content themes.
Download Our Ultimate Guide to Brand Suitability
So WTF is brand suitability? How have recent developments made brand suitability more important than ever? How do I build my brand suitability strategy? Find the answer to these and more in our Ultimate Guide to Brand Suitability below.
