While viewability dominates discussions around online advertising, brand safety is a core component of media success that cannot be overlooked. Having an ad appear next to questionable content not only detracts from the brand message but can also have a negative impact on consumers’ perceptions.
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But content that is safe for one brand may well not be safe for another. Even premium news content can raise brand safety challenges in today’s media environment.
In this session, Comscore Vice President Australia and New Zealand, Lachlan Brahe, considered how brands can successfully avoid inappropriate contexts, whilst proactively managing the relationship between their advertising, their audiences and popular content.