Brand safety in the advertising industry is incredibly important. 99% of advertisers are worried that their promotion will be displayed in risky brand environments.
The need for such protection is not a new phenomenon. Every effort should be made, a number of measures and devices need to be implemented to avoid a digital ad campaign appearing beside illegal content, which could have a very negative impact on its perception. Any steps taken with implementation, Brand Safety must protect the good name of the brand and not allow it to appear in unsuitable contexts. This can result not only in ineffectiveness, but in the loss of customers.
The importance of Brand Safety
Brand safety is an absolute necessity for marketers looking to establish a presence in a politically and economically unstable environment, and can even affect staying in business. It is therefore worth being wary of content review algorithms that do not work, as they can end up having a negative impact on security, which will unfortunately have an impact on the scale of the campaign. Technology is consequently key. Good tools allow for more sophisticated approaches. Artificial intelligence will allow marketers to determine the environments they want to include and, importantly, those they want to exclude, such as content using hate speech, excessive bias and even online violence. We will all be challenged to replace cookies, so working together between digital and media agencies is the best way to achieve the planned results.
Contextual targeting
In 2020. Google officially announced a new initiative called Privacy Sandbox. Contextual targeting should start with the creation of a proper media plan, guaranteeing the right opportunities for action. This will make it useful for brand campaigns. Some advanced contextual targeting tools even have video recognition features that can analyse every frame of video content, identify logos or products and recognise brand-safe images. As a result, users respond much more attentively and positively to an ad when it is placed and played in the right environment. Suboptimal solutions can, at best, be a waste of advertisers’ time and money. At worst, on the other hand, they can affect brand perception and ultimately have serious financial consequences. It is crucial to understand that contextual targeting, which works by assessing the online environment in which an ad may be displayed, is statistically attracting increasing attention as third-party cookies are phased out. The effects of these measures may positively surprise you if you opt in.
The future of Brand Safety
The coming years will have a significant impact on the future of online advertising as well as brand safety. New ad supplier technologies will also use queries to find out the characteristics of specific advertising resources.Feedback is intended to define as accurately as possible the rate-setting strategy for particular groups as part of contextual focus group targeting.
