Through discussions with brand safety experts who contributed to Brand Safety Evolves white paper, we were able to identify areas of leverage that can evolve your brand safety practice to keep up with these changing times. As part of our inaugural "Brand Safety Week", Louis Jones, BSI's Brand Safety Officer in Residence, set out to explore each of these areas in greater depth. Jones spoke with industry experts, thought leaders, and those responsible for brand safety at some of the largest marketers, agencies, and platforms. These discussions can help guide your own brand safety evolution, and to help that, we've developed a checklist of the steps you can take to accelerate your efforts in creating your own Brand Safety Plan.
In this video, Louis talks to Charles Cantu, CEO and founder of RESET DIGITAL and Dilip Shukla, Managing Director at Brand Advance.
This is a fascinating conversation that goes way beyond what you would expect from an exploration of Diversity Equity & Inclusion (DEI). While everyone agrees that DEI is the morally proper thing to do, that's where they start, but not where they end. They bring the facts showing that DEI, when done in good faith, can raise return on investment (ROI) for advertisers by rates up to a third! To paraphrase Dilip, "Your business does better: not just social purpose, though there is social purpose involved. Uplift in your tv advertising if you can understand and be sensitive to diverse community." They go on to touch on concepts such as "culturally contextual advertising", "conscious diversity", and algorithmic bias.