brands we worked with:

We tested their hard working ads against both misaligned and standard content.

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Audio-transcripts allow us to select content based on the video’s audio-track. This extra depth enables brands to selectively target the suitable videos in a channel.

Audio Transcripts

Sentiment analysis helps us understand whether a video is positive using the positive and negative ratio of likes/dislikes of content. 90%+ ratio of positive to negative content.

Sentiment Analysis

We filter for quality of content and validity of creator, which allows us to target only high production-value content from creators with real audiences.

Content & Creator Quality

Understanding brand suitability can be tricky but we're here to break it down for you. While brand safety is a set of measures that aim to help brands avoid content that people universally agree should be blocked, brand suitability is unique to each brand. What is brand suitability? It is a solution that offers customized alignment with content that makes sense for a brand’s image, customer base, local markets, and business objectives.

We wanted to understand how consumers feel about misaligned content in different video environments, as well as the role proximity plays for brand ads. We commissioned a research project in partnership with MAGNA Trials to help brands understand how misaligned content affects their brand integrity.

BUT HOW DOES RUNNING ON MISALIGNED / UNSUITABLE CONTENT AFFECT A BRAND?

Brand safEty VS BRAND SUITABILITY

DOWNLOAD OUR ULTIMATE GUIDE TO BRAND SUITABILITY

So what is brand suitability? How have recent developments made brand suitability more important than ever? How do I build my brand suitability strategy? Find the answer to these and more in our Ultimate Guide to Brand Suitability below.

Download Guide

“If you want to be taken seriously don’t place your ads anywhere near these creepy ass videos”

One of the consumers serveyed by Channel Factory & MAGNA

PEOPLE DON’T FORGET ADS IN UNSUITABLE CONTENt

Of consumer say what may be appropriate in General may not be appropriate for Brands

65%

Ads in Unsuitable Content

Ads in Standard Content

-2%

+2%

-1%

+7%

+9%

Purchase Intent

brand I respect

brand is high quality

brand I trust

+1%

We tested their hard working ads against both misaligned and standard content

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Unsuitable content erodes impact of hard-working ads

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Custom Youtube Brand Safety

Type of Content

Brand Avoidance

Suitable Content

Market Strategy

Applicable Laws

Type of Content

Content that makes the most sense for your brand. Think about the audience you are looking to connect with, and what they are watching. Insider tip: pick 5 channels or videos that you want to surround and use that as a starting point to build an inclusion list.

Determine the Type of Content

Brand Avoidance

Think about your brand values and what type of content may not make sense for you. Are you an alcohol brand that does not want to appear next to auto content? It is best to mimic your brand values and stay away from any themes that may be harmful.

What Does Your Brand Want to Avoid Specifically?

Suitable Content

Think about the types of content that you would consider suitable versus those you would not. Some categories are safe to advertise against, but not necessarily suitable for some brands. Examples may include ASMR, pranks, video games, music with expletives, news content, primitive/hunting, slime etc. For a full list of content categories to consider, reach out to marketing@channelfactory.com

types of content that you consider suitable

Market Strategy

Tailor the Strategy to the Market to ensure you are taking local language and cultural nuance into consideration.

Tailor the Strategy to the Market

Applicable Laws

Consider Any Applicable Laws like fair lending (financial institutions) COPPA (laws around Children's content) and LDA (laws governing alcohol in the US) to ensure your inclusion list avoids any legal pitfalls with certain content.

Consider Any Applicable Laws

+7%

BRAND SUITABILITY

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We recruited and surveyed apx. 5 thousand users of popular video platforms. The users were served ads alongside either aligned or misaligned content.

HOW WE RESEARCHED:

Misaligned Content

Standard Content

WHAT WE FOUND

Running ads on YouTube with the wrong content is a waste of ad spend. In head-to-head tests we’ve run, ad campaigns without brand suitability controls have been shown to waste up to 28% of ad impressions on the wrong content.