When it comes to brand safety in the age of programmatic advertising, avoiding negative situations is half the battle. (If “programmatic advertising” is a new term to you, click that link for a primer.)
Ten minutes on Twitter will show you there’s no guaranteed way to avoid every controversy out there—especially if your product lives in a market where divisive views are plentiful. So, what do you do if one of your programmatic ads get placed in a controversial place, and you receive criticism in a space where other consumers can see it?
- Do you pull all ads to be safe?
- Do you respond on social media?
- Do you yearn for simpler times and limit your media buy to newspaper and radio?
First, relax and know this stuff isn’t uncommon. Then, work through the following questions:
- What percentage of those upset are in our target audience?
- How prominent is this issue? (Isolated Twitter storm or network news coverage?)
- What are the second- and third-order effects of either decision?
Remember, protecting your brand is always a top priority. But in this age, there’s also the chance a few rogue commenters could end a campaign that would otherwise bring big benefits to your bottom line. That’s why we help clients take the time to weigh both sides of this less-than-simple issue.
For a deeper dive on this topic, check out our agency’s report, A Look at Brand Safety: How to Avoid the Dangers Hidden in a New Media Landscape, which adds a little more background to an ever-changing topic.
Or, if you want to talk about your unique situation, reach out to our EVP/Managing Director Brent Schott at 402-437-6432 or email@example.com to get the conversation started.