For advertisers, brand safety should be a given, but a variety of factors of digital media — including the power of Google and Facebook — make it difficult to deliver on consistently, according to Joe Barone, managing partner for brand safety in the Americas
“Brand safety has been an issue in the advertising industry as long as there has been advertising,” Barone said at last month’s Digiday Media Buying Summit. “An ad should be seen by a real human, who is in our client’s target, in an appropriate contextual environment. It sounds like something that should be table stakes. More and more of our clients are expecting this to be table stakes. In a digital ecosystem, it’s sometimes difficult to deliver on this objective.”
In our latest session, Barone discusses the role of brand officers, educating clients and more. Edited highlights below.
Platforms still mark their own homework.
“The most important element in the financial risk category is third-party tracking. If we buy media from Google and Google tells us how much we got and Google tells us that is good, that’s a bad thing. We need to separate the media buy from the verification and measurement of it.”
CMOs are also feeling the responsibility.
“Marketers see their own responsibility. They, as brands, are responsible most for brand safety. Clients want very specific things. Third-party monitoring so that publishers aren’t marking their homework. They want to reduce the risk of showing up on the front page of The Wall Street Journal. They want more transparency from suppliers and technology companies in the digital supply chain.”
Consumer attention is the highest currency.
“Data is not the oil in marketing and communications. The oil that drives our industry is consumer attention and engagement. Without that, we have an empty promise. We have no ability to impact our client’s business. When we think of what brand safety officers do, the first thing we talk about is there’s really no guarantees in social media and distributed digital ecosystem. We can never guarantee a 100 percent brand-safe environment. Our job is to inform people and clients about risks and how to mitigate those risks.”
Furthering brand safety conversations.
“We’ve also begun to talk about is the idea of quality. If we can get a quality environment, quality inventory from quality publishers, that are seen by real people in appropriate contextual environments, those ads sell better. Brand safety is linked directly to inventory quality and client results. Clients have become very educated on this process. They ask the same questions. They start with questions like ‘you mean to tell me my ads aren’t being seen?’ or ‘bots are clicking on my ads?’ These are uncomfortable conversations when clients demand answers, solutions and even rebates.”
Member ExclusiveDigiday+ Research: Instagram wins over Facebook for role in brands’ holiday marketing
Brands differ on how they use each marketing channel during the holidays -- even when it comes to sibling social media platforms Facebook and Instagram, Digiday+ Research found.
How — and why — Candy Crush is in the midst of a 10th anniversary brand refresh
In the years since Activision Blizzard acquired the Swedish game studio King in 2016, employees at the gaming giant have started to internally refer to their company as “ABK” — that is, Activision Blizzard King. But the corporation’s recent financial reports indicate that “KAB” might be a more accurate abbreviation.
Marketers bring Web3 to the FIFA World Cup with augmented reality, NFTs and virtual worlds
The month-long tournament, which begins this weekend, will be the first World Cup since it took place in Russia in 2018 long before “Web3” entered the global lexicon. Now, official and non-official sponsors are hoping to harness the hype with a range of NFTs, virtual worlds, augmented reality tools and other trendy tech.
SponsoredHow brands are measuring incremental performance on CTV
Connected TV is unique among other advertising channels because it combines linear television’s storytelling capabilities with digital marketing’s targeting and measurement. As more marketers leverage CTV advertisements to reach relevant and engaged audiences, they also want to understand the real value they are generating with their investment. Incrementality reporting and measurement allow advertisers to measure […]
U-Haul diversifies its social strategy to tell people it’s more than moving trucks
In recent years, U-Haul's in-house agency has been working to "better leverage social media for brand loyalty."
Google’s Privacy Sandbox is coming to Android
Google's MAID will be phased out, here's what you need to know.