#brandsafetysoftware

The CNN-Applebee controversy that happened in February 2022 brought a serious problem faced by digital advertisers to light. The TV news channel ran a “squeeze back” ad for Applebee’s, which was displayed right next to their coverage of the Russia-Ukraine conflict. This attracted a lot of backlash from the public.

The problem of advertising adjacency issues is even more serious in the digital world. While TV advertisers know exactly what content will be shown along with their ads, this isn’t true for most online advertisers. While the Applebee incident might have been the result of oversight, the truth is that with TV ads, advertisers have the freedom to make decisions in the interest of their brand safety best practices.

Take A Fearless Approach with mFilterIt

While paving the way through the turbulences of digital advertising, advertisers can still advertise with confidence with the right solution in their hands. mFilterIt empowers advertisers to leave a sigh of relief when advertising by providing the assurance that their ads are placed in a safe environment.

mFilterIt’s brand safety solutions software will help to detect unsafe ad placements adhering to the GARM guidelines. It also analyses the content beside the ad placement based on contextuality and relevancy and ensures the ad is placed in a safe and relevant ad placement.

Many organizations are currently at risk of disappearance if they do not invest in these concepts. Thus, it is necessary to understand what they mean and how they can be effectively used to guarantee the protection of a brand’s name in the online world. In this way, you will be able to avoid the main effects of unwanted online advertising.

The purpose of this article is to explore the importance of brand safety in advertising and the steps to be taken to make it positive.

A digital advertising campaign is a great way to reach potential customers and promote your brand. In order to protect your business’s reputation, you must place your ads in a safe environment. Make sure your brand is safe by avoiding the common brand safety issues.

If you’re looking for a reliable solution that won’t compromise your brand safety, look no further than mFilterIt.

Imagine working countless hours to perfect your brand identity and persona, only to have it decimated in the mind of a potential customer in a matter of seconds.

This isn’t a hypothetical horror story.

Most brand owners and teams spend a considerable amount of time and even more effort to build their brand. It’s a harsh reality for many brands in the recent past. The culprit? Lack of vigilance to ensure brand safety.

What Is Brand Safety?

Brand safety, in simple words, refers to the practice of ensuring branded content does not appear next to unsavory explicit, or offensive content. While most advertisers are painfully aware of their limited control over the placement of their ads, their consumers are not as discerning as them.

A few years ago, a media buying agency pulled its advertising budgets from YouTube and Google Display advertising platforms because of an article highlighting the appearance of ads next to neo-nazi and other forms of extremist content.

Just like the placement of ads next to ‘wrong’ content is bad for the brand’s perception, placement of the same ads next to complementary content can potentially drive better results. Ensuring the same is known as ensuring brand relevancy in digital advertising.

Both brand safety and relevancy are closely related topics and thus, may be confused with each other. However, in the high-stakes game of branding and advertising, there is no space for such confusion.

Difference between Brand Safety and Brand Suitability

Brand safety is all about ensuring your branded content does not appear next to anything that can be deemed offensive or extremist, or any type of content that your brand does not support. Common examples of such content include hateful content, violence, content that is offensive to a certain section of society, or content being used to spread misinformation.

In some cases, scandals involving influencers that are associated with a brand also qualify as brand safety concerns. Imagine a scenario where a health food ad running on video that contains violence or an ad made for adults featuring in Kid’s videos.

On the other hand, brand suitability refers to the practice of ensuring your brand’s content or ads appear next to positive and possibly relevant content. Brand suitability considerations take into account the context, meaning, and potential impact of a publisher’s content concerning the brand’s needs and audience.

In other words, brand suitability goes beyond the scope of brand safety (preventing brand content from appearing next to offensive content) and ensures that the brand’s content appears in a positive environment.

For instance, a ‘positive’ environment for an automotive ad would be very different from a positive environment for an ad for dog food. If the ad for dog food appears next to content about rescuing animals, it will probably perform better than the same ad appearing next to content about cars.