Posts tagged with Brand Safety

Will influencer marketing take a hit after the Logan Paul firestorm?

One of the biggest topics among digital marketers in 2017 was that of brand safety and it looks set to remain in the headlines thanks to a firestorm that has engulfed one of social media's most prominent influencers.

The 22 year-old influencer, Logan Paul, boasts 15m YouTube subscribers and his daily videos regularly rack up upwards of 5m views each, giving him a level of exposure that eclipses events like the Super Bowl. Thanks to this popularity, Paul reportedly earned $12.5m last year and has worked with some of the globe's biggest brands, including Nike, Walmart, Pepsi, Verizon and HBO.

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duck (soon)

Three ways to boost brand safety in the programmatic age

A perfectly planned ad campaign, sabotaged by brand messages popping up next to extremist or inappropriate content. This nightmareish prospect is enough to fill most marketers with fear - and for some, unfortunately, it has become a reality. 

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hannity

After Keurig faces social media backlash, brands need to get smart about advertising and politics

Advertising and politics don't mix and the despite the ample evidence to this effect, brands continue to demonstrate an inability to keep themselves out of trouble.

The latest example of this: Keurig, the manufacturer of a home brewing system.

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handshake

Direct ad buys are back in fashion as programmatic declines

Have brand safety concerns taken some of the shine off of programmatic and made direct ad buys more fashionable again?

According to data from MediaRadar, the answer looks to be “yes” as the number of brands engaging in programmatic ad buys dropped by 2% between January and July.

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Is WPP the canary in the coal mine for the global ad business?

On Wednesday, the world's largest ad agency holding company, WPP, spooked investors by warning about a slowdown that it projects will result in dismal sales growth of 1% or less.

Shares of the firm plummeted the most in a single day since 2000 and are now down by more than 20% this year.

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With focus on delivering ROI, Facebook makes changes to paid post boosting

Late last year, IPG Mediabrands' Magna predicted that the global market for digital advertising would surpass $200bn and eclipse television ad spend.

But the still-growing digital ad pie is no longer a free-for-all. Thanks to concerns over brand safety, relevance, fraud and viewability, advertisers are becoming more careful about how and where they advertise and even the biggest ad platforms are taking note.

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How much waste is in the digital ad market?

Growing advertiser focus on brand safety, relevance, viewability and ad fraud is motivated by one thing: advertisers don't want to waste money on ads that don't realistically have the potential to deliver results.

But is it really possible for advertisers to identify wasteful digital ad spend and reduce or eliminate it?

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Facebook launches Groups for Pages: what brands need to know and consider

In June, Facebook changed its mission statement to "bring the world closer together" and CEO Mark Zuckerberg announced that "we want to help 1bn people join meaningful communities."

One of the ways Facebook is apparently going about trying to accomplish that is with the launch of Groups for Pages

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Following YouTube's brand safety backlash, will ad relevance take center stage?

Earlier this year, Google found itself facing a major boycott after YouTube advertisers discovered that their ads were being displayed alongside offensive content.

Google was forced to respond. It promised advertisers better technology to weed out inappropriate content. And it got stricter about which content it allows to be monetized through ads, much to the chagrin of some of its biggest content creators who generate their revenue solely through ads.

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Native ads gain as advertisers seek brand safety away from programmatic

If one topic has dominated the digital advertising market in 2017, it's brand safety.

A backlash over advertising displayed alongside offensive content led major ad agencies like Havas and a diverse group of major brand advertisers including Toyota, GlaxoSmithKline and Verizon, to boycott Google.

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