Brand safety is one of the most important conversations happening in media today. Every week the news is full of emerging brand safety concerns, and user-generated content platforms often deservedly get the most heat. Where they excel at connecting brands to audiences at scale, they lack real control over what content brands may be associated with – from political controversies to explicit content. This week, it was discovered that YouTube failed to remove exploitative comments endangering children online.
The steady drumbeat of news around these concerns underlines the importance of buying from trustworthy and transparent supply sources while serving as a reminder that we need to keep working together to improve the digital landscape. Brands are understandably concerned that they are surrounding the right type of content. And consumers simultaneously want to ensure that they are consuming real content. Research done by Teads in 2018 shows that because they are concerned about contributing to a culture of “fake news,” over 75% of consumers are likely to seek out news sources that they trust.
The need to surround brand safe content has never been more important, which is why over the past 7 years, we have focused on partnerships with the best publishers in the world. Teads now works with ⅔ of the Comscore top 300 publishers in over 30 countries, reaching 1.4 billion worldwide. We can credibly say that we have the largest collection of professionally-produced editorial publishers globally.
Not only does the environment matter for brand-safety, appearing in the right context is also more effective. Through testing editorial articles from Teads’ premium publisher partners in a recent study, Teads discovered that premium editorial’s unique value lies in delivering greater effectiveness, and premium editorial content was found to be 16% more personally relevant, or engaging, than social news feeds.
Advertisers need the confidence that their ads are being displayed in high-quality, viewable environments. To do this, brands need to ensure that safety at scale is at the core of their partners’ capabilities. Teads has created a quick guide below with the 3 ways that brands can ensure they are surrounding brand-safe content.
1. To run brand-safe campaigns, brands should focus on running on premium content within tier 1 publishing environments. However, scaling this approach is complex, and to do this at scale, requires a partner that can aggregate quality ad experiences across a portfolio of top tier publishers.
2. Prioritize Industry-leading brand safety and viewability that is measured and enforced by trusted third-party verification vendors including IAS, MOAT, and DoubleVerify. Don’t trust companies in the habit of grading their own homework.
3. Consider contextual safety via keyword and semantics targeting, anti-targeting, and collaborative blacklists with any advertiser or agency partner.
We believe that as an industry we need to push for brand safety. As Vincent Flood of Video Ad News recently wrote, “If there is money for free lunches exorbitant salaries and “moonshot projects” to build self-driving AI monkey robots, there’s money for child safety. It’s simply a question of where your priorities lie and time and time again, Google doesn’t go far enough.” It is time for us to invest in brand safety as a media industry. Click here to learn more about Teads’ brand safety measures.