Brand Safety: COVID-19
Across the GumGum publisher network over the past month, GumGum’s machine learning content analysis and brand safety engine, Verity, has identified nearly 5 million unique pages that contain COVID-related keywords:
"covid”, “covid19", “covid-19”, “covid 19", “coronavirus”, “corona virus”, “pandemic”, “quarantine”
GumGum is helping combat blunt force brand safety practices with a complimentary Verity analysis.
PAGES WITH COVID-19-RELATED KEYWORDS (April 1-14)
Over 64% of daily unique pages processed that contain one (or many) COVID- related keywords are Safe.
1.85M unique pages over 14-day period
Average of 86K safe pages per day
Average of 46K unsafe pages per day
150,000
100,000
50,000
1-Apr
2-Apr
3-Apr
4-Apr
5-Apr
6-Apr
7-Apr
8-Apr
9-Apr
10-Apr
11-Apr
12-Apr
13-Apr
TOP 20 IAB CONTENT CATEGORIES, BY PAGE COUNT
50,000
100,000
150,000
200,000
News and Politics
Medical Health
Business and Finance
Events and Attractions
Sports
Television
Animation TV
Politics
Personal Celebrations & Life Events
Political Issues
Technology & Computing
Diseases and Conditions
College Football
Science
Law
Elections
Music and Audio
Personal Finance
Hobbies & Interests
Crime
TOP 10 MOST SAFE IAB CONTENT CATEGORIES, BY ‘SAFE’ PERCENTAGE
TOP 10 LEAST SAFE IAB CONTENT CATEGORIES, BY ‘UNSAFE’ PERCENTAGE
Human Resources
Personal Celebrations & Life Events
Fitness & Exercise
Personal Taxes
Events & Attractions
Dining Out
Bar & Restaurants
World Cuisines
Video Gaming
Baseball
96%
95%
94%
89%
87%
86%
86%
86%
85%
84%
Heart & Cardiovascular Diseases
Lung & Respiratory Health
Cold & Flu
Biotech & Biomedical Industry
Crime
Senior Health
Sexual Conditions
Infectious Diseases
Disasters
Surgery
Minimum 2,000 pages
Minimum 2,000 pages
97%
88%
83%
81%
80%
78%
78%
76%
73%
72%
While most advertisers choose to block any page containing a COVID-related keyword, Verity provides the opportunity to target safe, relevant pages related to content like COVID- 19.
VERITY'S VALUE
This analysis reveals that a significant volume of the pages that include coronavirus-related keywords are, in fact, safe for many brands to advertise on.
TRENDING CONTENT
COVID-19 is transforming consumer behavior, as people are confined to their homes for the foreseeable future. Since COVID-19 measures have been widely in effect, traffic has soared on pages related to dozens of IAB content categories.
LEARN MORE
Desktop Outpacing Mobile
Trending on Desktop
COVID-19 Content Limited
Traffic is up 36% on desktop versus 19% on mobile
Dozens of content categories are trending on desktop including exercise, health/lowfat cooking, wine, desserts & baking, nursing, humor, buying/selling homes, career advice, homeschooling, pets, video games, and style & fashion
While COVID-19 is top-of-mind among consumers, only 5- 10% of inventory is related to the coronavirus
Using Verity, an advertiser can customize the safety threshold that best balances protection and reach. Verity also allows for fine-tuning based on sentiment and safety thresholds across each of its 8 threat categories. While a cruise ship company's chosen safety threshold may deem 40% of pages containing a COVID-related keyword as 'Safe,' a hand sanitizer brand’s chosen safety threshold may deem a greater share of pages 'Safe.' This approach allows advertisers to benefit from greater share-of-voice and brand awareness, as online traffic soars, while still ensuring brand safety and suitability.
SAFE
UNSAFE
Note: These insights are based on analysis across the GumGum network in March and April 2020.
LEARN MORE
SAFE
UNSAFE
DOWNLOAD THE PDF
14-Apr
from
Verity for Publishers
All of those pages have been blocked by keyword-based brand safety systems claiming to protect advertisers from negative adjacencies. But we've found that a majority of those page are actually safe for brand advertising.
In fact, over 62% are classified as 'Safe' by Verity's machine learning threat detection models.
Over
SAFE
62%
To find out how safe your content really is please contact us at
verity-support@gumgum.com
verity-support@gumgum.com
