Posted by Victor Z Glenn • Oct 6, 2023 9:00:00 AM
The channels for brands to connect with consumers are more diverse and dynamic than ever before. Gone are the days when traditional TV advertising was the go-to strategy for startups and established brands alike. Instead, innovative approaches are taking center stage, driven by changing consumer behavior and the need for cost-effective solutions. Amid this multifaceted landscape, it becomes increasingly vital for brands to embrace a customer-centric approach to advertising. No longer can they rely solely on one or two primary channels; success lies in creating a cohesive brand experience across all touchpoints. However, as brands expand their presence across various channels, they must also be mindful of the limitations in brand safety across the varied options. Knowing your exposure to the varied channels and their ability to accommodate your brand safety preferences is key to managing your reputation.
Take “Rare Beauty,” for example. As a direct-to-consumer brand, they faced the challenge of reaching a broad audience without breaking the bank on traditional TV ads. In response, they found an ingenious alternative through a partnership with Hulu. Selena Gomez, the brand's founder and a star on Hulu's hit series 'Only Murders in the Building,' seamlessly integrated Rare Beauty products into her character's look. This collaboration not only allowed Rare Beauty to reach Hulu's massive audience of 48.2 million subscribers but also did so in a more cost-effective manner compared to traditional connected TV advertising.
This example highlights a fundamental shift in the advertising landscape. Brands are no longer limited to a single marketing channel. Instead, they must adapt to a multichannel reality. Recent research by Upland BlueVenn underscores this transformation, revealing that today's consumers interact with brands across more than a dozen different online and offline channels. “Upland BlueVenn’s study shows that in the U.S., when shopping for clothing, homeware or exercise equipment, there’s just a 14-percentage-point difference between the top 10 channels, with the leading five including in store/in branch (35%), mobile web browser (31%), laptop/desktop web browser (30%), Facebook (28%) and Instagram (26%).” The digital age brings new challenges in this regard, with multi-touch reach comes a greater need to monitor content and partnership deals. Striking the right balance between visibility and safety is crucial to protect a brand's reputation and ensure that their presence across diverse channels aligns with their core values.
To learn more about developments in brand safety as it relates to gaming and live entertainment, visit the BSI blog. To read more on brand suitability, and to hear more from industry professionals, check out all that Brand Safety Institute has to offer. From Brand Safety Officer, Brand Safe Workforce, and Brand Safe Business Partner certifications, to industry events and updated research, BSI has a wealth of knowledge to share. Don’t forget, we’re nearing Brand Safety Week and the Brand Safety Summit, founded in partnership by BSI and GARM.