{"id":21119,"date":"2019-06-04T12:46:08","date_gmt":"2019-06-04T16:46:08","guid":{"rendered":"https:\/\/hearts-sciencecom.local\/is-brand-safety-making-advertisers-too-conservative\/"},"modified":"2019-08-06T12:10:11","modified_gmt":"2019-08-06T16:10:11","slug":"is-brand-safety-making-advertisers-too-conservative","status":"publish","type":"post","link":"https:\/\/hearts-science.com\/en-ae\/is-brand-safety-making-advertisers-too-conservative\/","title":{"rendered":"Is brand safety making advertisers too conservative?"},"content":{"rendered":"

Key takeaways from the Digiday Programmatic Marketing Summit<\/b><\/h1>\n

Sarah Polli, director of platform strategy at Hearts & Science gave a presentation alongside Tim Peterson, senior reporter at Digiday, as part of the Digiday Programmatic Marketing Summit. <\/span><\/p>\n

Their presentation was one among many discussing the black box of programmatic supply chain\u2014diving in to explore where experts are investing across platforms and how they can become more efficient. \u00a0<\/span><\/p>\n

Are brand safety and reach mutually exclusive?<\/b><\/h2>\n

Over the past two years, brand safety has taken over ad buyers\u2019 imaginations. But with the increasing focus on negating risk, reach is often sacrificed. In Sarah and Tim\u2019s session, they discuss how they\u2019re shifting spending across platforms and working with clients who are asking for a safe brand profile. <\/span><\/p>\n

Sarah Polli shares, \u201cBrand safety or really brand equity concerns have always been there. When I was at The Washington Post, I remember receiving negative keyword lists from agencies and IOs with terms around 9\/11 for air travel companies. Due to the way users get info today and how varied and quickly the information\u2014good bad and ugly\u2014spreads, brand safety has crept back up.\u201d <\/span>
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\n<\/span>\u201cIt really bubbled back up to marketers\u2019 priorities with ads appearing next to terrorist videos on YouTube and we haven\u2019t been able to break that. Today\u2019s political climate also does not help. Though this does not mean we\u2019re not able to run on YouTube or news outlets. We do, and we see the scale and performance we need for our clients.\u201d<\/span>
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\n<\/span>\u201cWord of mouth has always been a key component to any brand large or small, new or legacy. Today word of mouth can happen in a split second on several different channels. We never know what\u2019s going to go viral, so brands have to be ready.\u201d<\/span><\/p>\n

Three key takeaways for brands
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\n1. Brands need to understand what they can and cannot control\u2014particularly on user-generated content (UGC) platforms.<\/b><\/h2>\n

Not every platform is created equal, nor is the technology that is available. If a brand wants to take the more conservative route, they should work with their agency and ad verification vendor to really understand the technology available and its nuances.<\/span><\/p>\n

A good agency will dig into those gray areas with you and develop a playbook on how to handle each platform\u2014especially for UGC, where brands still have a responsibility to prevent the spread of fake news or harmful content. \u201cSetting and forgetting\u201d is not an option in effective brand safety strategy.<\/span><\/p>\n

Brands can control certain elements to improve their brand safety. <\/span><\/p>\n