Ad agencies and marketers have focused on expanding their reach when it comes to advertising, however more recently this reach has been turned into to a waste. In last couple of months, there has been an increasing concern over brand safety with some advertisers’ reach going beyond being merely wasteful (like reaching the wrong people) and turning out to be damaging to brand equity, creating public relations risks, and hurting a business’s bottom line. This has created what is now referred to as “Negative Reach.” Brand safety ideally refers to two distinct issues: fraudulent ads (such as ads that reach bots rather than humans) and ads that end up running next to content that isn’t in keeping with a brands ‘values.’
New research from Omnicom Media Group found that:
- 70% of Millennials and Gen Xers will not like, recommend or purchase a brand if its ads appear next to hateful, derogatory or offensive content—a scary reality when you consider the staggering purchasing power of these segments.
- And 51% of these valuable audiences are less likely to purchase from such a brand—even if the placement wasn’t the brand’s fault.
Video advertising has proven to be effective however there is no sure way to combat brand safety. However, there are a few steps that brands and advertisers can take to negate, even in the slightest of ways, brand safety concerns. These include:
- Make sure ads only appear on website that have been reviewed – by real people.
- Champion the adoption of ads.txt. How? Vote with your wallet and require publisher partners and platforms to adopt ads.txt—and find out what solutions your agency has in place prior to full ads.txt adoption.
- Shift marketing budgets away from open ad exchanges and toward private marketplaces.
- Additionally, streamline your supply chain partnerships, and only stick with those companies who adhere to your safety standards.
- Plus, evaluate fraud technology solutions on a regular basis. Not all fraud detection technology is created equal. Sadly, the fraudsters are sophisticated and their approaches are always evolving.
- Consider ongoing testing and evaluation of fraud detection technology.