Brand Safety Shifts in a World that now Challenges the Media

Posted by Victor Z Glenn • Sep 6, 2024 8:45:00 AM

Brand safety concerns continue to impact the industry, as globally, we are all trying to make sense of the recent dissolution of GARM.  This issue has not only created significant confusion about how to move forward with brand safe activities but has greatly impacted what is being perceived as suitable content for disparate audiences.  Both conservative and liberal audiences have boycotted advertisers over controversial content, pushing many publishers towards safe, feel-good content.  Time Magazine reportedly lost ad revenue on its 2023 Person of the Year feature because of Taylor Swift’s discussion of feminism. These pressures indicate the rapidly changing perspectives on left, right, and center – and the need for a more " couched” approach to brand safety, beyond current solutions.

At the same time, recent reports have highlighted the influence of tech giants like Google on advertising budgets. Does scale deliver more content that could be viewed as risky by either audience? Possibly. Documents reveal that Google allocated around $445 million in 2018 through incentive programs to boost certain media types, suggesting significant sway over how media budgets are spent - compounding the issue of how to manage against the terse audience preferences. Hopefully, new models for how to engage polarized audiences may give rise to new opportunities for brands. In the Middle East for example, there is a rapidly evolving appetite for immersive and impactful campaigns. New innovations in social media, virtual reality, and augmented reality are on the rise, but there's also a growing emphasis on responsible and relevant advertising that reflects sustainability and social values. This shift means brands must carefully consider their messaging and how it aligns with their values and intended advertising environments, to make brand safety a manageable concern.

In response to these challenges, strategic partnerships are emerging, such as the collaboration between Nine and Mantis. This partnership is part of Mantis’ expansion into the APAC region and aims to enhance brand safety and targeting across Nine’s media assets. Mantis uses AI-driven contextual intelligence to better assess brand safety risks and improve ad targeting, aligning ads with relevant content. This approach demonstrates how technology can marry two levels of AI intelligence to help navigate the complex landscape of brand safety, protecting brand integrity, while reaching targeted audiences effectively.

As the media environment continues to change, the need for transparency, accountability, and innovation in brand safety practices remains paramount. By leveraging advanced solutions and strategic partnerships, brands can better navigate these challenges, ensuring that their advertising efforts are both safe and impactful.

Topics: Brand Safety, Knowing Your Partners, Social Responsibility, Corporate Social Responsibility, Engage Responsibly, Media, tools, Social Media

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