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WARNING
Side effects for these treatments may include (but are not limited to) decreased reach, loss of the ability to reach specific audiences at all or at scale and impotence in full media-budget spending.
Violent inflammatory disease
Divisive political paroxysms
Bad news stress disorder (BNSD)
Crude content condition
Antisocial
platform proximity syndrome (APPS)
Fake news
fatigue
Through our BrandRx program, we’ve diagnosed marketers for the following strains:
Now you know the risk. Time to develop your own prevention plan.
LDV Capital estimated by 2020 there will be around 45 billion cameras in the world. That’s plenty of image-heavy user-generated content to screen against.
Brands using computer vision after already being exposed
Brands using computer vision to scan platforms before placement
11%
15%
But few brands are
being properly screened:
Technologies like
image recognition
can scan a site for image- and video-
based risky content.
However, the best defense is a strong offense. Prevention should always come before treatment.
Direct relationships
with publishers
Useful for: Helping to maintain overall health and quality of ad buys
Blacklists
Useful for: Antiseptic measure that stems the distribution of ads in contaminated environments.
Keyword detection
Useful for: Prevention of unwanted adjacencies and other RTB-based brand risks transmission.
Whitelist
Useful for: Brand quarantine; nearly eliminates contact with infectious content.
– Michael Santee, programmatic media director, Cramer-Krasselt
“It’s not one box you need to check; it’s many. We protect ourselves six different ways. Crazy, but necessary.”
Fortunately, brands have choices when it comes to staying safe. Some common remedies:
It’s never too late to get treated.
Facebook ranks as the riskiest.
LinkedIn is the most vanilla.
-23
+45
Though some platforms call for more caution than others.
Tap the dots to discover the incidence rate of each threat
Divisive politics and fake news aren’t new, but things have definitely gotten riskier since 2016.
drugs
4%
pornography
7%
copyright infringement
10%
18% violence
18%
vulgar language
21%
hate speech
26%
competitors branding
32%
fake news
39%
divisive politics
39%
disaster tragedy
39%
18% of brands report that crises cost them $100,000 or more
brand confusion
social media blowback
negative press
revenue loss
#notmybrand
#yourbrandsucks
#refundmenow
#ihateyourbrand
Encounters with brand-unsafe content can lead to
The risk is real
75%
15%
The symptoms have been consistent: Hard news aversion, platform paralysis, sudden ad withdrawal and chronic digital media anxiety. On a case-by-case basis, this constellation of effects has a variety of causes. Taken together, the sheer mass of recent cases suggests an alarming new outbreak of an age-old scourge: the brand safety crisis.
The brand safety crisis tipsheet
Even more alarming: Few are doing anything to limit their risk.
An alarming proportion of
the media and marketing community have experienced at least one brand-unsafe exposure.
– Bob Liodice, CEO, the Association of National Advertisers
Up until a couple of years ago, brand safety was never something that was even discussed, even remotely.”
