Brand Safety Infographic Text
Digital advertising underwrites our everyday online user-experience
Brands must monitor compliance across the entire digital supply chain
Trust is the currency of branding
Global growth in digital advertising spend is expected to reach $517 billion by 2023
Digital advertising online harms and risks brands must guard against
Brands lose trust and face dilution when official marketing campaigns are surrounded by dangerous and harmful content including: terrorism, violence, abuse, sexually explicit content, hate speech, bullying, piracy, fake news etc.
Brands can safeguard reputation and financial performance by taking 5 steps:
1 – Take Control: brand safety cannot be outsourced or delegated to a third party. The stakes are too high. Vigilant brands take control of the situation and see greater ROI.
2 – Monitor Compliance: given the complexity in the advertising supply chain, ad campaigns must be monitored for compliance with results regularly audited and benchmarked.
3 – Build A Risk List: develop a risk matrix to score and monitor potential threats. Share the list with ad suppliers and ensure clear SLAs are in place to mitigate identified and potential risks.
4 – Collaborate: working with industry groups and alliances such as the Global Alliance for Responsible Media organised by the World Federation of Advertisers helps drive long-term change.
5 –Target Source: it is not enough to report non-compliance to ad suppliers or just suspend infringing ads. Brands must follow the infringement through to the source for actioning.