Brand Suitability & Safety: Why Both Matter More Than Ever

Brand safety will make sure your ad doesn39t run against some harmful content such as hate speech or violence while brand suitability takes it to the next level making sure ad placements align with the values of your specific brand and its desired audience It39s not just about avoiding risky content it39s about making your ads land in the right environments that resonate with your brand39s identityThis ad alignment helps build trust and credibility with your audience in competitive markets By prioritizing brand suitability you take a step toward longterm brand safety and set your brand for successFirst things first How is brand safety different from brand suitabilityThe main difference lies in brand safety which is not specific to a particular brand while brand suitability varies based on the specific brand Brand suitability extends brand safety from avoiding negative contexts to actively seeking positive contexts to enhance a specific brand The goal is pretty straightforward avoid negative associations that may hurt your brand image It39s like a blanket approach of avoidance against universally inappropriate contentFor example after a highprofile incident on X formerly Twitter involving ads running next to harmful content many advertisers reduced their spending on that platform highlighting the importance of safetyEffective Advertising Starts with Brand SuitabilitySuitability of the brand forms the very foundation for effective advertising as it all starts with understanding what your brand is all about what identity and values it holds and for whom in the audience Ad placements do not have onesizefitsall approaches for every brand Why Because what is suitable for one brand may just not fit anotherFor instance a healthconscious brand would want to avoid its ad showing up next to content related to fast food A familyfriendly one would also want to avoid their ads appearing next to adultthemed material It39s all about making sure your ads come up in a context that speaks to your brand39s message In this way you avoid negative associations and build trust with your audienceBy making the ad placements fit your brand you end up building that connection with your audience It39s not just about safety from harmful content it39s about resonance That39s why brand suitability goes way beyond safety to really reinforce your brand identityThe Role of Contextual Targeting in Brand SuitabilityAI contextual targeting goes beyond simple keyword matching and makes sure your ad will come alongside content evoking the right feelings relevant to your audiences It creates a deep connection evoking positive feelingsTake for example Jameson the popular Irish whisky brand which reached football audiences quite effectively by making use of Silverpush39s Mirrors a contextual intelligence solution The Mirrors leveraged stateoftheart AI technology to pick hyperrelevant contexts that aligned with the campaign objective of ensuring ads only at key moments in football such as goals celebrations and player interviews and avoiding unsuitable content like violenceAlso the model for Kids39 classification prohibited Jameson ads in familyfriendly content and areas mostly watched by kids and teenagers All these layers of brand safety and suitability allowed Jameson to reach the right audience at the right moment in the right contextThe results of the campaign were amazing it reached more than 245 million viewers and attained a video completion rate of 9087 outpacing industry benchmarks by more than 40 This campaign also won Silverpush a Gold award with Wavemaker for 39Best Use of AI39 at the exchange4media event where effective contextual targeting by the company showed better balance in brand safety and suitabilityBrand Suitability A Personalized Approach to SafetyWhen it comes to brand suitability taking a personalized approach to safety is essential Each brand has its own unique values and audience which means your ad placements should align with both To do this establish a brand suitability checklist by defining content boundaries that reflect your values For instance you might want to avoid political content or certain types of humor This ensures ads appear in the right environments creating positive associationsHowever balancing suitability with reach is key Overrestricting your ad placements can limit exposure Instead use contextual targeting to keep ads relevant while maintaining a wide audience Avoid overrestriction by regularly revisiting your guidelines to ensure you39re maximizing both engagement and brand safetyChallenges and Risks of Ignoring Brand SuitabilityIf you don39t pay attention to brand suitability poor ad placements are only the beginning of what you39ll be compromising Those misaligned ads will bleed down to your brand39s trust and credibility to a perhaps irrevocable extentPicture running an ad for a familyfriendly accommodation on the side of content thatamp8217s violent or otherwise inappropriate the consumers may begin to question your values According to studies 71 of people view a brand less favorably if its ads appear next to unsuitable contentThis erodes over time your customer loyalty and affects brand perception Don39t let bad ad placements create a wrong feeling your brand reputation depends on itHow AI and Machine Learning are Shaping the Future of Brand SuitabilityAI and machine learning are reconsidering brand suitability through smarter adaptive solutions Instead of manual filters or wide safetyoriented catchall measures AIdriven technology solutions like Mirrors by Silverpush closely examine the context behind digital content Mirrors aim to enable a brand to be sure that ad placements will only occur in environments that align with their values and ensure it doesn39t show up against inappropriate contentBy observing realtime data against the content that makes up a brand artificial intelligence can optimize ad placements based on its core values riskier With machine learning algorithms prediction of the most likely contexts to resonate with your target audience keeping your brand safe would be possibleConclusionIn the modern digital ecosystem brand suitability is the forerunner of brand safety Now that GARM is no longer in play itamp8217s crucial for you to actively pursue ad placements that align with your brandamp8217s values Suitabilityfirst strategies will help futureproof your digital campaigns and make sure your ads not only avoid harm but actually resonate with audiences Move into AIdriven tools and develop your own standards to build trust and credibility After all when your ads show up in just the right context you39re not protecting your brand you39re setting it up for longterm successPosted at MediaVillage through the Thought Leadership selfpublishing platformClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of 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Brand Suitability & Safety: Why Both Matter More Than Ever

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Kaivalya Kale

"About That with Carl Mayer:" Alaina Donnellon (Episode 10: Political Spending) - By Carl Mayer

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Brand Suitability & Safety: Why Both Matter More Than Ever

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