Brand safety strategies are intended to guarantee the reputation of the brand online. Brand safety is fundamentally a set of actions formulated to prevent the company from facing image problems in the virtual world. In this context, constant and accurate monitoring of the associated websites is necessary to ensure the success of online campaigns. Brands that adopt digital brand safety strategies only advertise on safe and secure websites that, in principle, will not compromise their online reputation. In addition to avoiding sensitive or harmful contexts for the brand . Currently, the main brand safety challenges focus on: On social networks – The ad may appear next to any content posted by users. The immediate dissemination and popularization of messages on social networks increases the risks for the brand and may even end up harming the brand's reputation due to inappropriate and external content.
On automated advertising – Advertising controlled by intelligent algorithms can be displayed on websites that are undesirable for brand reputation. In fact, the negative or positive connotation of websites depends on each company and its values. In the study The new rules of brand safety , author Grapeshot identifies 12 “ dirty dozen”, in other words, site categories Whatsapp Number List that are not “safe” for advertising, for example, sites with adult content or illegal downloads. In the target audience – Some advertising campaigns fail because of the mismatch between the target , the advertising action and the chosen medium. For example, pre-roll and mid-roll ads that are inserted in content reproductions, which may be contrary to the brand's values.
On fake news The difficulty in identifying fake newscan devastate the brand's reputation on social media and on the news websites themselves. In this context, the credibility of the brand is, most of the time, called into question when seen together with a fake new that has gone viral. According to the report “Bulos on Coronavirus 2020 ” (fake news about coronavirus 2020) from the #SaludsinBulos institute, the problem of fake news has increased exponentially as the COVID-19 pandemic. In podcasts – The podcast format is in full swing, however, some reproduction platforms do not have very strict content policies and categorization is not effective: which can lead to advertisements being displayed in inappropriate spaces.
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