Addressing brand safety concerns in a volatile digital era
Brand safety is about ensuring that brand advertising is not used in areas that contain inappropriate content that may conflict with a company’s ideals, ethics, or mission statement. Even though almost always unintentional, brand safety events can create negative associations that can lead to a decline in brand sentiment and sales or even worse.
To understand the implications of Brand Safety and Mobile Performance, the 6th edition of MOBEXX Summit and Awards 2022 hosted a panel discussion that turned the spotlight on this important topic. The session was chaired by Alok Pandey, Vice President - Sales & Marketing at Xapads Media. The esteemed panelists included:
Punit Chahar, Asia Head of Digital at OLX Autos
Amar Jyoti, Head of Marketing, upGrad Abroad
Shruti Kapoor, Head of Marketing Pearson
Abhishek Mehta, Digital Marketing Lead, FMCG at Jubilant FoodWorks
Alok Pandey commenced the conversation by pointing out that brand safety is a journey of multiple delivery decisions brands take to attain the recognition of users to get the audience.
He further shared a few insights about how brand safety has evolved in the recent years and why in this digital era, brands need to use the necessary precaution.
In affirmation of that, Punit Chahar said, “While talking about the evolution of Brand Safety, before the digital era, brand safety was more about bad press, copyright issues, and poor placements of the brand. The first-ever online banner wass purchased by AT&T on HotWired.com in 1994. So, we are considering 1994 as the year that changed the way of advertising. In the mid-20s, channels like YouTube and Facebook popped up. During that time, Twitter was still in talks. When these sites launched, everyone knew that these sites will be the change makers.”
Amar Jyoti noted here, “Brand safety has evolved greatly in the recent years, and this revolution has been accelerated by the global events of 2020. The traditional brand safety factors remain the same, but brand safety has expanded to include brand suitability. Many brands are seeking new approaches to developing safe brand profiles to assure safe and appropriate ad inventory in responsible media settings that fit with their brand profiles and KPIs.”
In addition to the statement shared by Amar Jyoti, Abhishek Mehta shared his perspective on brand safety, and said, “Brand safety means using a platform that aligns with your brand value. There is a lot of content out there. If you sell children’s products, you may not promote them on adult sites. Your platform should be tied to your brand’s ideology and values. Every forum has a specific audience. You should choose a platform that is appropriately relevant to your brand. It should complement your brand values.”
The topic of OEM Advertising is something that can’t be ignored when discussing brand safety and mobile marketing. Sharing her experience with OEM Advertising, Shruti Kapoor said, “OEM Advertising gives us substantial reach through different platforms on different handsets, in addition to being a safe matrix compared to what we were previously provided with. I have gotten into many debates, where we talked about relevancy, suitability, and whether the brand is showcasing on the right platform.”
There are edited excerpts. For the complete conversation, please watch below: