Brand Safety: More Than Digital Media
The emergence of brand safety in digital marketing has advertisers and media buyers perplexed and searching for answers. On the one hand, digital media advertising is on the rise. On the other hand, there is a legitimate concern for challenges posed by ads that appear alongside material that may be considered offensive to some. While the focus on content placement is a legitimate concern for brands, it is not the only consideration marketers face.
When viewed holistically, brand safety is about much more than content placement. It encompasses every aspect of a brand’s image. In reality, brand reputation is exposed anywhere a company logo, name, tagline and so forth are located. Whether or not the results of exposure are positive or negative is dependent upon the awareness of risks associated with each medium and the actions taken to mitigate the associated risk. Focusing on digital media alone is shortsighted and dangerous.
- Companies:
- Quality Certification Alliance