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Brand safety is not new to the world of digital marketing, but the conversation needs to shift from safety to suitability, said Matthias Spets, global president of Channel Factory.
During a recent visit to Singapore, Spets told Marketing Interactive that conversations about safety often have negative connotations and, of course, should be part of every brand’s hygiene management. He said there is.
Don’t miss: Tired of brand safety issues?
However, what marketers often forget is that brand safety must be customized to the marketer’s ethos. “The important thing today is determining what is appropriate and acceptable for your brand, not the platform. Suitability varies widely from company to company, so you need to make your own decisions as a company.” .
However, when companies are asked the question of what is considered suitable for their brand and within which parameters it can be leveraged, they are often unsure.
Spets advises these companies to open their HR handbooks and read their codes of conduct. He said:
Convert it into brand suitability parameters. This will give you guidance on what your values are and what you should distance yourself from them.
Endless keyword block list
Brands today are highly focused on protecting their image and reputation, and as a result, they rely on keyword blocklists to avoid unpredictable or controversial topics online. It has become.
But instead of simply adding words to a list, Spets argued that brands need to go through an ongoing process of reviewing the words they blocklist.
“Brands should review their exclusion list weekly and remove topics that are no longer considered dangerous. One of the first things to do is to understand how the exclusion list works and when the list was last updated. “It’s about defining when you did it. Usually the list gets longer and longer,” he said.
In fact, IAS and MAGNA reports show that ads that are close to exclusion list content often score higher on content integrity for being more likeable, high quality, and attention-grabbing. there is.
We also found that 79% of consumers say ads near exclusion list content are of higher quality, and 71% of consumers say ads near exclusion list content get more attention. It turns out.
These results show that marketers often lose interested audiences to overly cautious keyword blocklists.
Another aspect to consider is the message sent to people working in the advertising industry. Spets explained that individuals working on exclusionary lists often end up blacklisting their own communities, despite championing diversity within their communities.
“The executives who are creating this exclusionary safety list are often blacklisting their own communities, and they know it. “It’s worth asking what message it’s giving,” he said.
what are the plans for the channel factory?
Although Channel Factory has had a presence in Asia for several years, this is the company’s first full-scale expansion into the Southeast Asian market. The company has strengthened its leadership in the Asia-Pacific region by appointing Kevin Rooney as managing director of Southeast Asia and India.
In his new role, Rooney will have responsibility for the entire Southeast Asia region, with Indonesia, Thailand and Malaysia being the focus of growth. Rooney has over 20 years of experience in sales, leadership and marketing. He has also worked across WPP agencies for over 19 years, previously serving as APAC CEO at mSix and Partners.
Today, Channel Factory has offices throughout the United States and presence in more than 30 countries around the world. Channel Factory is a global technology and data platform that maximizes both performance efficiency and contextual suitability and adjustment, making YouTube’s 5 billion videos and 500 hours of new content every minute more brand-friendly and efficient. Turn it into a great advertising opportunity.
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