Brand safety means protecting your brand from being damaged while promoting it. The term ranges from tailoring the messages to avoid controversial ones (like the Hyundai IX35 suicide ad) to ensuring that your ads are placed in a relevant, non-toxic context. In this article, we will explain how to approach brand safety effectively and present the best practices regarding it. We invite you to read on!
The Importance of Brand Safety
Brand safety is not just a buzzword; it is the shield protecting your brand from potential harm in the online ecosystem. With the rise of programmatic advertising and the vastness of the internet, brands face the challenge of maintaining a wholesome image amidst diverse content. The consequences of overlooking brand safety can be severe, ranging from reputational damage to financial losses.
An inappropriate ad or one placed in the wrong context can quickly become viral, resulting in massive damages that you won’t be able to prevent quickly. After all, nothing gets lost on the internet, so prevention is much better than cure.
Best Practices for Ensuring Brand Safety
So, how to approach brand safety and ensure that your marketing efforts bring you good publicity, not bad one? Take a look at our list of best practices below!
1. Comprehensive Content Moderation
Begin by implementing a robust content moderation system. This involves carefully vetting the websites, platforms, and publishers your brand associates with. Regularly review and update your list to ensure alignment with your brand values.
You should also pay attention to your content as well. An ad that was clever at a time, might be completely inappropriate in the light of new events that reached pop culture. By reviewing your content regularly, you will be able to prevent such situations from causing damage simply by modifying or removing the ads that could bring you bad publicity.
2. Ad Fraud Prevention
Ad fraud remains a persistent threat to brand safety. Implement advanced fraud detection tools and technologies to identify and eliminate fraudulent activities. Regularly audit your ad campaigns to identify any anomalies that may indicate fraudulent behavior.
3. Contextual Targeting
Context matters. Opt for contextual targeting strategies to ensure your ads appear in environments that are in line with your brand values. This method allows you to place ads on pages relevant to your product or service, reducing the risk of misalignment, one that is much higher with behavioral targeting.
4. Data Privacy Compliance
Stay ahead of evolving data privacy regulations. Ensure that your data collection and usage practices comply with laws like GDPR and CCPA. Prioritize transparency and give users control over their data to build trust and enhance brand safety.
5. Collaborate with Reputable Partners
Choose your advertising and marketing partners wisely. Collaborate with reputable platforms, publishers, and influencers who share your commitment to brand safety. Establish clear guidelines and expectations to maintain consistency across all collaborations.
Constant Vigilance: The Key to Sustained Brand Safety
Brand safety is not a one-time task but an ongoing commitment. Regularly reassess your brand safety protocols in light of industry changes and emerging threats. Stay informed about the latest technologies and trends in digital marketing to adapt swiftly to evolving challenges. Only through this can you make sure that your brand’s image will be spotless.