How can marketers ensure Brand Safety
During this sensitive time, one wrong ad placement could more than ever unleash negative feedback on your brand and erode consumers’ trust. Understand why marketers are placing such importance on communicating messages within brand-safe environments.
Know the difference between Brand Safety and Brand Suitability – learn about best practices and opportunities from the experts.
Jennifer Chase, VP, Digital Sales, Solutions and Operations, Mediacorp
Jaime Ho, Chief Editor, CNA Digital
Trang Dang, Publisher Development Lead, SEA/HK/TW, Oracle Data Cloud
Pierre-Yves Riou, Programmatic Director, Digital Solutions & Operations, Mediacorp
Amy Mcdonough, Ad Tech Specialist, Digital Solutions & Operations, Mediacorp
Question & Answer
I am not sure what my company uses, we may not even have any targeting solutions. Can Mediacorp advise how we can do baseline protection minimally? Or we have to go via an Agency?
Mediacorp provides a baseline level of protection automatically for all of our news sites and we will 100% block news that are not suitable. You can reach out to us on topics that are more specific to your industry and brand – together we can identify the topics that we need to exclude for targeting.
What are the first steps I need to take to move to Brand Suitability?
Firstly, you need to ensure that you have achieved the baseline protection: do you know if your ads are viewable by human, and not appearing next to damaging content to your brands? At this stage, you should at least identify the type of content that your brand does not want to be associated to, and ensure your ads are free of fraud. Moving towards brand suitability, you can start by thinking about the type of content your brand needs to appear next to, and shaping your messaging based on specific content that your audience is consuming.
What is the best practice when the person is the brand? Advice is much appreciated.
For example, when the brand and the service/product is a hairstylist (e.g. David Gan), a performer (e.g. Michael Jackson, Michael Jordan), a sportsman (eg. Joseph Schooling and again Michael Jordan) or a law firm where there is only one lawyer (i.e. sole proprietorship).
How does the person protect the brand and be on point during crisis?
For people the process is the same – identify the issues that would create a negative perception around the person and their industry. Taking the example of a lawyer, you would examine any media coverage of their past cases for positive and negative sentiment, creating a list of keywords that identify each. Then look at the legal industry for any negative topics – for instance lawyers who defrauded clients (e.g. Jeffrey Ong Su Aun), 'ambulance chasers', disbarred, Lawyers for Liberty. This would yield the information needed to create segments for brand safety blocking.
To consider brand suitability, it would depend on their expertise and advertising message. For instance, a lawyer focused on business matters might find relevant content in the business section coverage of acquisitions and mergers.
Being on point during crisis is a topic that we looked at in a previous webinar: Steering Your Brand In Times of Uncertainty. At 13:06 you will find a slide that suggests 5 ways to be on point during the crisis. Different personalities will find different ways to be relevant – a celebrity might choose to uplift their followers, while a lawyer might focus on providing information about how court procedures are impacted.