{"id":3648,"date":"2018-10-31T17:23:46","date_gmt":"2018-10-31T21:23:46","guid":{"rendered":"http:\/\/stage.hearts-science.com\/?p=3648"},"modified":"2019-03-12T18:37:38","modified_gmt":"2019-03-12T22:37:38","slug":"how-brand-safety-and-bold-creative-mix","status":"publish","type":"post","link":"https:\/\/hearts-science.com\/en-be\/how-brand-safety-and-bold-creative-mix\/","title":{"rendered":"How brand safety and bold creative mix"},"content":{"rendered":"

Creative risks over brand reach risks<\/h1>\n

There\u2019s a time and a place for risks in your ads in your brand strategy.<\/p>\n

We\u2019ve seen brands that are so worried about the content of their display ad being too risky that they don\u2019t think twice about where it might be showing up next to on the internet.<\/p>\n

Imagine you are advertising for a real-estate company and have contextual targeting set up for \u201cWashington DC suburb home\u201d or \u201chomes near Montrose Park\u201d in Google Ads. If you\u2019re trying to sell these homes, you don\u2019t want your ad showing up next to a local news article about a recent house fire, rabid wildlife or dangerous people being spotted in those areas.<\/p>\n

This becomes what we like to call \u201cNegative Reach,\u201d and it is incredibly damaging for a brand. At Hearts & Science, we understand the importance of your brand appearing in the right places.<\/p>\n

The far-reaching effects of Negative Reach<\/b><\/h2>\n

In a world where brands are expected to take a stand on relevant societal issues and consumers are quick to call them out on social media for any missteps, brands must ensure the ads they are putting out into the world are carefully aligned to their overall purpose.<\/p>\n

It\u2019s not just a waste to maximize reach at the expense of your brand image; it\u2019s hurting your bottom line.<\/p>\n

Millennials and Gen Xers are particularly aware and sensitive to Negative Reach.<\/p>\n

\"Brand

Forces of Change Net Attention<\/a> Statistics<\/p><\/div>\n

And perhaps most damaging, 51% are less likely to purchase from such a brand, even if the placement was not the brand\u2019s fault.<\/p>\n

Related post:<\/b> Cutting through the noise to reach millennials<\/a><\/p>\n

So how safe is your brand?<\/p>\n

Building up the defenses<\/b><\/h2>\n

While there are no guaranteed ways to ensure brand safety 100% of the time, there are a number of steps you can, and should take, to combat the effects of Negative Reach in your brand strategy.<\/p>\n

    \n
  1. Engage a third-party verification provider.<\/li>\n
  2. Check the sites you are advertising on with technology and by a real person.<\/li>\n
  3. Adopt ads.txt to verify authorized resellers.<\/li>\n
  4. Move from an SSP (supply-side platform) to a PMP (private marketplace).<\/li>\n
  5. Test fraud technology frequently.<\/li>\n
  6. Develop your own whitelists and audit it with humans.<\/li>\n<\/ol>\n

    \u201cEvery brand and agency should be held accountable to know and monitor\u2014both from a technology perspective and from a human perspective\u2014every domain a brand\u2019s ad is served on. Media agencies buy media, so if they don\u2019t know every site where the media is being placed, they\u2019re not doing their job.\u201d
    \n\u2013Megan Pagliuca, Chief Data Officer at Hearts & Science<\/i><\/p><\/blockquote>\n

    The threat of Negative Reach is real, but by working together, we can combat it.<\/p>\n

    For a full report on brand safety and Negative Reach, see the Forces of Change white paper.<\/a><\/p>\n

    Bold creative<\/b><\/h2>\n

    And while you have brand safety on the mind, remember that doesn\u2019t exclude bold creative! Bold creative can help your brand stand out in good ways. With great ads in the perfect places, you\u2019ll attract the right kind of customers.<\/p>\n

    Simply remember your target audience and have some fun with them!<\/p>\n

    \"\"

    Malteser Typo Crash and Stack Overflow Jobs campaigns<\/p><\/div>\n

    If your ad feels \u201ctoo safe,\u201d you\u2019re probably not trying hard enough. Push yourself a little and see where it takes you!<\/p>\n

    Best of both worlds<\/b><\/h2>\n

    In our work with clients, we take great care in placing bold ads in responsible places. Our campaigns are optimized for quality over quantity reach, so you\u2019re maximizing your returns, not just eyeballs.<\/p>\n

    Contact our team<\/a> to build the perfect campaign or check out the full Forces of Change report<\/a> on Negative Reach.<\/p>\n","protected":false},"excerpt":{"rendered":"

    Creative risks over brand reach risks There\u2019s a time and a place for risks in your ads in your brand strategy. We\u2019ve seen brands that are so worried about the content of their display ad being too risky that they don\u2019t think twice about where it might be showing up next to on the internet. […]<\/p>\n","protected":false},"author":18,"featured_media":7040,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-3648","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-industry-insights"],"acf":[],"yoast_head":"\nHow brand safety and bold creative mix – Hearts & Science<\/title>\n<meta name=\"description\" content=\"Creative risks over brand reach risks. There\u2019s a time and a place for risks in your ads in your brand strategy.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/hearts-science.com\/how-brand-safety-and-bold-creative-mix\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"How brand safety and bold creative mix\" \/>\n<meta property=\"og:description\" content=\"Creative risks over brand reach risks There\u2019s a time and a place for risks in your ads in your brand strategy.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/hearts-science.com\/how-brand-safety-and-bold-creative-mix\/\" \/>\n<meta property=\"og:site_name\" content=\"Hearts & Science\" \/>\n<meta property=\"article:published_time\" content=\"2018-10-31T21:23:46+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2019-03-12T22:37:38+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/hearts-science.com\/wp-content\/uploads\/2019\/02\/hs-og-tag-facebook.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1024\" \/>\n\t<meta property=\"og:image:height\" content=\"512\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Hearts & Science Team\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:title\" content=\"How brand safety and bold creative mix\" \/>\n<meta name=\"twitter:description\" content=\"Creative risks over brand reach risks There\u2019s a time and a place for risks in your ads in your brand strategy.\" \/>\n<meta name=\"twitter:image\" content=\"https:\/\/hearts-science.com\/wp-content\/uploads\/2019\/02\/hs-og-tag-twitter.png\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Hearts & Science Team\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"3 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/hearts-science.com\\\/how-brand-safety-and-bold-creative-mix\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/hearts-science.com\\\/how-brand-safety-and-bold-creative-mix\\\/\"},\"author\":{\"name\":\"Hearts & Science Team\",\"@id\":\"https:\\\/\\\/hearts-science.com\\\/#\\\/schema\\\/person\\\/2bfeb5d458fe624170f85441b204aa2e\"},\"headline\":\"How brand safety and bold creative mix\",\"datePublished\":\"2018-10-31T21:23:46+00:00\",\"dateModified\":\"2019-03-12T22:37:38+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/hearts-science.com\\\/how-brand-safety-and-bold-creative-mix\\\/\"},\"wordCount\":637,\"image\":{\"@id\":\"https:\\\/\\\/hearts-science.com\\\/how-brand-safety-and-bold-creative-mix\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/hearts-science.com\\\/wp-content\\\/uploads\\\/2018\\\/11\\\/brand-safety.jpg\",\"articleSection\":[\"Industry Insights\"],\"inLanguage\":\"en-BE\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/hearts-science.com\\\/how-brand-safety-and-bold-creative-mix\\\/\",\"url\":\"https:\\\/\\\/hearts-science.com\\\/how-brand-safety-and-bold-creative-mix\\\/\",\"name\":\"How brand safety and bold creative mix – Hearts & Science\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/hearts-science.com\\\/#website\"},\"primaryImageOfPage\":{\"@id\":\"https:\\\/\\\/hearts-science.com\\\/how-brand-safety-and-bold-creative-mix\\\/#primaryimage\"},\"image\":{\"@id\":\"https:\\\/\\\/hearts-science.com\\\/how-brand-safety-and-bold-creative-mix\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/hearts-science.com\\\/wp-content\\\/uploads\\\/2018\\\/11\\\/brand-safety.jpg\",\"datePublished\":\"2018-10-31T21:23:46+00:00\",\"dateModified\":\"2019-03-12T22:37:38+00:00\",\"author\":{\"@id\":\"https:\\\/\\\/hearts-science.com\\\/#\\\/schema\\\/person\\\/2bfeb5d458fe624170f85441b204aa2e\"},\"description\":\"Creative risks over brand reach risks. There\u2019s a time and a place for risks in your ads in your brand strategy.\",\"breadcrumb\":{\"@id\":\"https:\\\/\\\/hearts-science.com\\\/how-brand-safety-and-bold-creative-mix\\\/#breadcrumb\"},\"inLanguage\":\"en-BE\",\"potentialAction\":[{\"@type\":\"ReadAction\",\"target\":[\"https:\\\/\\\/hearts-science.com\\\/how-brand-safety-and-bold-creative-mix\\\/\"]}]},{\"@type\":\"ImageObject\",\"inLanguage\":\"en-BE\",\"@id\":\"https:\\\/\\\/hearts-science.com\\\/how-brand-safety-and-bold-creative-mix\\\/#primaryimage\",\"url\":\"https:\\\/\\\/hearts-science.com\\\/wp-content\\\/uploads\\\/2018\\\/11\\\/brand-safety.jpg\",\"contentUrl\":\"https:\\\/\\\/hearts-science.com\\\/wp-content\\\/uploads\\\/2018\\\/11\\\/brand-safety.jpg\",\"width\":1920,\"height\":1280},{\"@type\":\"BreadcrumbList\",\"@id\":\"https:\\\/\\\/hearts-science.com\\\/how-brand-safety-and-bold-creative-mix\\\/#breadcrumb\",\"itemListElement\":[{\"@type\":\"ListItem\",\"position\":1,\"name\":\"Home\",\"item\":\"https:\\\/\\\/hearts-science.com\\\/en-be\\\/\"},{\"@type\":\"ListItem\",\"position\":2,\"name\":\"How brand safety and bold creative mix\"}]},{\"@type\":\"WebSite\",\"@id\":\"https:\\\/\\\/hearts-science.com\\\/#website\",\"url\":\"https:\\\/\\\/hearts-science.com\\\/\",\"name\":\"Hearts & Science\",\"description\":\"Global Marketing Agency\",\"potentialAction\":[{\"@type\":\"SearchAction\",\"target\":{\"@type\":\"EntryPoint\",\"urlTemplate\":\"https:\\\/\\\/hearts-science.com\\\/?s={search_term_string}\"},\"query-input\":{\"@type\":\"PropertyValueSpecification\",\"valueRequired\":true,\"valueName\":\"search_term_string\"}}],\"inLanguage\":\"en-BE\"},{\"@type\":\"Person\",\"@id\":\"https:\\\/\\\/hearts-science.com\\\/#\\\/schema\\\/person\\\/2bfeb5d458fe624170f85441b204aa2e\",\"name\":\"Hearts & Science Team\",\"image\":{\"@type\":\"ImageObject\",\"inLanguage\":\"en-BE\",\"@id\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/d4e080f78043da3e7224dcc81cb0c296caeb322b93e39ce5b42d490d4151975b?s=96&d=mm&r=g\",\"url\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/d4e080f78043da3e7224dcc81cb0c296caeb322b93e39ce5b42d490d4151975b?s=96&d=mm&r=g\",\"contentUrl\":\"https:\\\/\\\/secure.gravatar.com\\\/avatar\\\/d4e080f78043da3e7224dcc81cb0c296caeb322b93e39ce5b42d490d4151975b?s=96&d=mm&r=g\",\"caption\":\"Hearts & Science Team\"}}]}<\/script>\n<!-- \/ Yoast SEO plugin. -->","yoast_head_json":{"title":"How brand safety and bold creative mix – Hearts & Science","description":"Creative risks over brand reach risks. There\u2019s a time and a place for risks in your ads in your brand strategy.","robots":{"index":"index","follow":"follow","max-snippet":"max-snippet:-1","max-image-preview":"max-image-preview:large","max-video-preview":"max-video-preview:-1"},"canonical":"https:\/\/hearts-science.com\/how-brand-safety-and-bold-creative-mix\/","og_locale":"en_US","og_type":"article","og_title":"How brand safety and bold creative mix","og_description":"Creative risks over brand reach risks There\u2019s a time and a place for risks in your ads in your brand strategy.","og_url":"https:\/\/hearts-science.com\/how-brand-safety-and-bold-creative-mix\/","og_site_name":"Hearts & Science","article_published_time":"2018-10-31T21:23:46+00:00","article_modified_time":"2019-03-12T22:37:38+00:00","og_image":[{"width":1024,"height":512,"url":"https:\/\/hearts-science.com\/wp-content\/uploads\/2019\/02\/hs-og-tag-facebook.png","type":"image\/png"}],"author":"Hearts & Science Team","twitter_card":"summary_large_image","twitter_title":"How brand safety and bold creative mix","twitter_description":"Creative risks over brand reach risks There\u2019s a time and a place for risks in your ads in your brand strategy.","twitter_image":"https:\/\/hearts-science.com\/wp-content\/uploads\/2019\/02\/hs-og-tag-twitter.png","twitter_misc":{"Written by":"Hearts & Science Team","Est. reading time":"3 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/hearts-science.com\/how-brand-safety-and-bold-creative-mix\/#article","isPartOf":{"@id":"https:\/\/hearts-science.com\/how-brand-safety-and-bold-creative-mix\/"},"author":{"name":"Hearts & Science Team","@id":"https:\/\/hearts-science.com\/#\/schema\/person\/2bfeb5d458fe624170f85441b204aa2e"},"headline":"How brand safety and bold creative mix","datePublished":"2018-10-31T21:23:46+00:00","dateModified":"2019-03-12T22:37:38+00:00","mainEntityOfPage":{"@id":"https:\/\/hearts-science.com\/how-brand-safety-and-bold-creative-mix\/"},"wordCount":637,"image":{"@id":"https:\/\/hearts-science.com\/how-brand-safety-and-bold-creative-mix\/#primaryimage"},"thumbnailUrl":"https:\/\/hearts-science.com\/wp-content\/uploads\/2018\/11\/brand-safety.jpg","articleSection":["Industry Insights"],"inLanguage":"en-BE"},{"@type":"WebPage","@id":"https:\/\/hearts-science.com\/how-brand-safety-and-bold-creative-mix\/","url":"https:\/\/hearts-science.com\/how-brand-safety-and-bold-creative-mix\/","name":"How brand safety and bold creative mix – Hearts & Science","isPartOf":{"@id":"https:\/\/hearts-science.com\/#website"},"primaryImageOfPage":{"@id":"https:\/\/hearts-science.com\/how-brand-safety-and-bold-creative-mix\/#primaryimage"},"image":{"@id":"https:\/\/hearts-science.com\/how-brand-safety-and-bold-creative-mix\/#primaryimage"},"thumbnailUrl":"https:\/\/hearts-science.com\/wp-content\/uploads\/2018\/11\/brand-safety.jpg","datePublished":"2018-10-31T21:23:46+00:00","dateModified":"2019-03-12T22:37:38+00:00","author":{"@id":"https:\/\/hearts-science.com\/#\/schema\/person\/2bfeb5d458fe624170f85441b204aa2e"},"description":"Creative risks over brand reach risks. There\u2019s a time and a place for risks in your ads in your brand strategy.","breadcrumb":{"@id":"https:\/\/hearts-science.com\/how-brand-safety-and-bold-creative-mix\/#breadcrumb"},"inLanguage":"en-BE","potentialAction":[{"@type":"ReadAction","target":["https:\/\/hearts-science.com\/how-brand-safety-and-bold-creative-mix\/"]}]},{"@type":"ImageObject","inLanguage":"en-BE","@id":"https:\/\/hearts-science.com\/how-brand-safety-and-bold-creative-mix\/#primaryimage","url":"https:\/\/hearts-science.com\/wp-content\/uploads\/2018\/11\/brand-safety.jpg","contentUrl":"https:\/\/hearts-science.com\/wp-content\/uploads\/2018\/11\/brand-safety.jpg","width":1920,"height":1280},{"@type":"BreadcrumbList","@id":"https:\/\/hearts-science.com\/how-brand-safety-and-bold-creative-mix\/#breadcrumb","itemListElement":[{"@type":"ListItem","position":1,"name":"Home","item":"https:\/\/hearts-science.com\/en-be\/"},{"@type":"ListItem","position":2,"name":"How brand safety and bold creative mix"}]},{"@type":"WebSite","@id":"https:\/\/hearts-science.com\/#website","url":"https:\/\/hearts-science.com\/","name":"Hearts & Science","description":"Global Marketing Agency","potentialAction":[{"@type":"SearchAction","target":{"@type":"EntryPoint","urlTemplate":"https:\/\/hearts-science.com\/?s={search_term_string}"},"query-input":{"@type":"PropertyValueSpecification","valueRequired":true,"valueName":"search_term_string"}}],"inLanguage":"en-BE"},{"@type":"Person","@id":"https:\/\/hearts-science.com\/#\/schema\/person\/2bfeb5d458fe624170f85441b204aa2e","name":"Hearts & Science Team","image":{"@type":"ImageObject","inLanguage":"en-BE","@id":"https:\/\/secure.gravatar.com\/avatar\/d4e080f78043da3e7224dcc81cb0c296caeb322b93e39ce5b42d490d4151975b?s=96&d=mm&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/d4e080f78043da3e7224dcc81cb0c296caeb322b93e39ce5b42d490d4151975b?s=96&d=mm&r=g","contentUrl":"https:\/\/secure.gravatar.com\/avatar\/d4e080f78043da3e7224dcc81cb0c296caeb322b93e39ce5b42d490d4151975b?s=96&d=mm&r=g","caption":"Hearts & Science Team"}}]}},"jetpack_featured_media_url":"https:\/\/hearts-science.com\/wp-content\/uploads\/2018\/11\/brand-safety.jpg","jetpack_sharing_enabled":true,"publishpress_future_workflow_manual_trigger":{"enabledWorkflows":[]},"_links":{"self":[{"href":"https:\/\/hearts-science.com\/en-be\/wp-json\/wp\/v2\/posts\/3648","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/hearts-science.com\/en-be\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/hearts-science.com\/en-be\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/hearts-science.com\/en-be\/wp-json\/wp\/v2\/users\/18"}],"replies":[{"embeddable":true,"href":"https:\/\/hearts-science.com\/en-be\/wp-json\/wp\/v2\/comments?post=3648"}],"version-history":[{"count":0,"href":"https:\/\/hearts-science.com\/en-be\/wp-json\/wp\/v2\/posts\/3648\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/hearts-science.com\/en-be\/wp-json\/wp\/v2\/media\/7040"}],"wp:attachment":[{"href":"https:\/\/hearts-science.com\/en-be\/wp-json\/wp\/v2\/media?parent=3648"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/hearts-science.com\/en-be\/wp-json\/wp\/v2\/categories?post=3648"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/hearts-science.com\/en-be\/wp-json\/wp\/v2\/tags?post=3648"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}