If this happens, the average consumer might misunderstand the placement as an endorsement of the content itself. A recent study found that 49% of consumers say their perception of a brand is negatively affected when it appears alongside offensive content.
Why is brand safety important?
It’s like the old saying goes: when you fail to plan, you plan to fail.
A proactive brand safety plan is the only way to mitigate armenia phone number data j risk on social. While most social networks have standards in place to prevent ads from showing up within harmful content, these standards are usually developed after a brand safety blunder makes a threat clear.
For example: In March 2017, several advertisers had to pause or pull their YouTube ad spend after being called out for appearing alongside homophobic and racist content. The controversy, while unfortunate, did illuminate the need for improved safeguards in programmatic social advertising.
Risk is a natural part of adopting a new social network, feature or tool. If you let that stop your brand from hopping on the latest social media marketing advancements, you risk falling behind your competitors and out of favor with your target audience. That’s a major risk in itself.
The only real way to protect your business online is to create brand safety guidelines that understand and address the social media landscape.
Social media advertising is projected to grow by 25% in 2022, reaching $137 billion in ad spend.