In this digital marketplace, many brands find it tricky to remain brand safe as the internet is filled with hate speech and negativity.
Brand Safety, in this digital era, is a problematic term for marketers to analyze. Currently, businesses are taking active measures in order to protect their brand reputation – while advertising online, especially on social media.
The internet is now a pool of inappropriate content and negative influences. Influenced by the pandemic, the online marketplace is moving at a rapid pace. As a result, marketing professionals are alert with their content that is going live – basically the message they intend to share with the target audience.
Even many brands moved their messaging to calls during the initial days of the crisis to show unity and safety. Moreover, brands across various channels indicated that they are trying to alter the systemic racism – right after the global Black Lives Matter protest.
However, alongside positive marketing messaging, there was a surplus of non-brand content and messaging over the internet. In fact, social media channels, including Facebook, Instagram, and Twitter, have observed brands taking measures to tackle unpleasant post content.
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There are ongoing concerns about how these social platforms cope with flooded misinformation and offensive or hate speech. Given the current scenario, CMOs realize the significance of brand safety and have been confirming it continuously. Consumers even avoid shopping from brands that advertise with objectionable content.
Nearly 77% of people said it is essential for companies to respond to racial and other social concerns to retain customers and to gain their trust – claimed Edelman. Experts believe it is always better to focus and ensure the content is safe and unique.
Brands usually pay a premium to certify their content is safe and genuine – however, it is equally essential to depict the right image in the market to attract modern buyers. Certainly, no marketers want to be placed following their competitors for the risk of confusing their message.
Besides, it is true that businesses do not want their advertisements next to news scandals or politics. This is capable of pushing away the audience from the brand values. Thus, an efficient way to guarantee brand safety is to aim for a viewable inventory that engages people without any dicey subjects moving around.
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This is indeed the era of social media and user-generated content, along with the cascade of politicized events. Altogether, it has made the marketplace more confusing and trickier.
Clearly, the key to be brand-safe is to comprehend the limitations of the market backdrops where such advertisements are being placed. Certainly, an advertising landscape of flexibility, truth, and transparency will remain for long – if the half-truth content does not dull the purpose of messaging.