In today’s digital age, advertisers face the challenge of brand safety and remaining consistent and aligned with their values. The case is especially true during sensitive geopolitical events like the Israel-Hamas conflict. Instances have occurred where ads were misplaced, appearing alongside inappropriate or controversial content. This not only risks damaging a brand’s reputation but also exposes viewers, including children, to distressing imagery. In this blog post, we’ll explore how to avoid such missteps and provide a solution for advertisers by utilizing Yahoo DSP and Peer39 brand safety features. We’ll also address the impact of these misaligned ads on children and the challenges advertisers face during times of conflict.
THE CHALLENGE: AD MISPLACEMENT AND BRAND SAFETY
Advertising misplacement is not a new issue in the digital marketing world. In the past, we’ve witnessed instances where ads appeared alongside inappropriate or sensitive content, creating public relations nightmares for brands. Past incidents have demonstrated the potential pitfalls, as illustrated by Applebee’s ill-timed ad placement during CNN’s coverage of the Ukraine invasion last year. Such mishaps can lead to significant backlash and raise concerns about brand association with distressing content.
Major brands like Coca-Cola, Walmart, and Nestle faced backlash when their ads appeared alongside extremist and offensive content on YouTube. This occurrence highlighted the need for more robust brand safety measures. Similarly, programmatic advertising has, on occasion, led to ads being placed on websites that share extremist views or promote harmful content. This has resulted in negative associations for advertisers.
THE IMPACT ON CHILDREN
During times of conflict, the effects of misplaced ads can be amplified, particularly among children. There have been reports of schools and parent organizations advising children to limit their exposure to social media platforms due to the distressing nature of live war coverage. Images of violence, children suffering, and bloodshed can leave a lasting and detrimental impact on young minds.
WHAT IS BRAND SAFETY?
In digital advertising, brand safety refers to safeguarding the reputation of your brand as you advertise. When it comes to internet advertising, one of the biggest risks to brand safety is when your advertisement appears next to unsuitable content. Hence, viewers start to think poorly of your brand as a result of its affiliation with that content.
Programmatic advertising raises the prospect of brand safety hazards because purchasers cannot precisely forecast where your ad will appear. After all, it is bought and sold through automated processes. According to a report by Integral Ad Science, programmatic advertising is sensitive to brand risk occurrences, according to 56% of US digital media experts questioned. Social media came in second place behind programmatic, as 55% of respondents said they thought it was vulnerable.
You need to lower the possibility that your advertisement will run alongside content that is inappropriate for your brand. For instance, whether you advertise on social media, linked TV, desktop or mobile apps, displays or videos, or other platforms.
In the case, Applebee faced criticism and decided to withdraw its ad dollars after an ad for fried chicken was shown next to a headline about Russia’s invasion of Ukraine. The incident generated significant social media backlash and calls for better ad placement practices.
Brand safety precautions lessen the possibility that your brand may be associated with information that isn’t appropriate for your brand. You should incorporate these best practices into your continuous advertising plan.
MONETIZING EXTREMIST CONTENT: A CHALLENGE FOR ADVERTISERS
Advertisers now grapple with the complex challenges of digital marketing on social media platforms amidst a flood of images from the Israel-Hamas conflict. There’s a renewed emphasis on concerns regarding the monetization of extremist content. Platforms are also struggling to keep up with content moderation, a dilemma that advertising leaders acknowledge.
ADDRESSING BRAND SAFETY CHALLENGES
The Israel-Hamas conflict has brought brand safety challenges to the forefront. Advertisers are grappling with the difficulty of digital marketing on social media platforms flooded with images from the conflict. This has raised renewed concerns about monetizing extremist content while platforms struggle to keep up with content moderation. The conflict underscores the broader issue of extremism and terrorism on social platforms and the role of brands in monetizing such content.
In response, several brands are implementing new controls on platforms like TikTok and Meta’s Reels to ensure their ads only appear near content meeting the strictest standards of suitability. This approach aims to strike a balance between advertising and responsible content placement.
THE POWERFUL SOLUTION: YAHOO DSP AND PEER39 BRAND SATETY FEATURES
To mitigate these challenges and safeguard brand safety, Rich Media Inc. offers a robust solution through Yahoo DSP and Peer39 brand safety features. These tools can help advertisers maintain their brand integrity even in challenging times like the Israel-Hamas conflict. Here’s how they work:
1. YAHOO DSP
Yahoo DSP, as a demand-side platform, offers robust targeting and control options for advertisers. By using Yahoo DSP, advertisers can better define where their ads should and shouldn’t appear. This allows for a more precise placement strategy, minimizing the risk of ad misplacement.
2. Peer39 Brand Safety Features
Peer39, a leading brand safety and contextual intelligence platform, can help advertisers identify the content their ads are about to be placed next to. Using advanced machine learning and semantic analysis, Peer39’s technology can recognize and avoid content that might be sensitive or controversial, such as war-related imagery. This ensures that your brand remains safe from negative associations.
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PROTECTING CHILDREN FROM HARM
By utilizing Yahoo DSP and Peer39 Brand Safety Features, you not only protect your brand but also contribute to safeguarding children from distressing content. With accurate targeting and content analysis, these tools can help ensure that your ads are not placed next to war-related coverage that can negatively impact children’s mental well-being.
BRAND SAFETY FIRST
Brand safety is a continuous process rather than a single item on a checklist. Brands need to evaluate any risks to their brand security regularly. Seek tech companies that have strict quality standards and openness; these will automatically filter offensive content. Update your lists of inclusions and exclusions. To make sure you know how your audiences see your reputation and ideals, keep an eye on how people perceive your brand and conduct audience research. Being watchful is a sustained investment in the security of your brand.
To sum up, in a world where brand integrity is paramount and sensitive, undoubtedly, events like the Israel-Hamas conflict can unfold at any moment, using solutions like Yahoo DSP and Peer39. Brand Safety Features are a wise strategy. By doing so, you not only protect your brand but also play a part in creating a safer online environment for everyone, including our most vulnerable audience, children.
Written by: Sadaf Kashif
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