lack of brand awareness
Has the introduction of a brand safety specialist or specialists reduced your company’s exposure to brand-unsafe content?
Over the past year, many brands have hired their own brand safety specialists. Their value may be somewhat limited.
In 2017, here’s how many marketers said natural language context detection was an effective brand safety treatment
Here’s how many marketers said that the use of various brand safety tools, including blacklisting, created an inability to reach specific audiences in late 2017:
Time for a check-up:
What have been your top three most effective brand safety solutions?
Only 10% use it specifically for ad targeting.
In 2017, digital media pros ranked Twitter dead last in brand safety:
Here’s how many digital media pros said brand safety was a serious problem for their marketing efforts in late 2017:
I think the market has resulted in the need for these blunt force instruments.
There are innovative
Natural language context detection
Download the full guide to learn more.
But at the end of last year, it was:
Major social media companies have made big strides, enabling more third party measurement and booting toxic accounts.
But after a year of booting unsavory and fraudulent accounts from its platform, Twitter surged into the lead:
What types of brand-unsafe material have you most commonly encountered adjacent to your content?
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The platforms took preventative measures
Download our full guide to brand safety here.
When it comes to improving on brand safety efforts over the past 12 months, which of the following platforms’ efforts would you rate as fair or better?
Twitter sanitized its platform, and marketers approved
Between November 2017 and November 2018, which of the following platforms was the most brand-safe?
Between 2017 and 2018, digital media pros started gravitating toward different brand safety treatments.
Which of the following platforms is the most brand safe?
- Joe Barone, managing partner of brand safety, GroupM
Social platforms have certainly taken brand safety seriously.
one year later
The surge in marketers citing blacklists may reflect an increased fear of publishers.
But brands are
against favorable audiences
A year later, the numbers have surged for both:
- Ryan Pauley, chief revenue officer at Vox Media
Then and now
Brands are still exposed to unsafe content. But between 2017 and 2018, things changed.
In late 2017 and then a year later in 2018, we asked brands about the overall state of brand safety in the world of digital marketing. Overall, marketers say that some of the industry’s recent brand safety treatments have been effective — but they’re worried some of them may be overly restrictive.
In came the
The threat vectors are different
A year later
And, computer vision
“Also known as image recognition, computer vision is an AI-driven technology that uses neural networks sort and identify imagery. Among other uses, it can detect brand-unsafe content in real-time and automatically keep marketers out of unsafe environments."
Computer vision and natural language context detection may just be the key to inoculating brands against negative adjacencies without keeping them away from favorable audiences.
The brand safety
Yes, a little: 64 %
Yes, moderately so: 31 %
Yes, a lot: 5 %