Blog How to take care about brand safety not losing the reach?
28.04.2022

How to take care about brand safety not losing the reach?

The overall sum of marketing budgets spent on online ads increases every year. Most of the advertising is being displayed based on interests, not the medium. So we end in a situation when users see our ads on countless websites connected to the Ads provider network. It is hard for marketers to even track what’s going on. So the question is how to make sure that your brand is not being displayed next to inappropriate content?

What is the brand?

As the online competition grows, the customers expectations are maturing and being more social oriented. The majority of consumers identify with the brands and products they wear or use. Big marketing team cannot deny it. That’s why companies like Patagonia are donating all of the money from Black Friday sale to save the planet. They know that it is the right thing to do and something that their clients value. In the long-term, it’s not always about the sales, it’s about the brand identity. People can buy 5 times cheaper fast fashion t-shirts but they choose Patagonia because they identify with the values and image of the brand. This is what makes the brand the most valuable asset. 

There would be no product without the t-shirt, but the brand is what makes this t-shirt valuable to the customers.

What is brand safety?

If one of the most valuable assets in a company is its brand, then it becomes essential to take good care of it. You don’t want to place your brand near any unverified news pages, low-reputation brands or controversial influencers. Even if these sources help you to get some sales, they harm your brand. Which leads us to actions you can take to protect your brand - the actions to take care of your brand safety.

Brand safety – is it really a thing?

Yes, it is. Based on Anna McAlister and Bettina Cornwell’s study, “Children’s Understanding of Brand Symbolism” research, from the age of 3-5 preschoolers start to recognize brands. We subconsciously associate brands and their identity. That’s how we remember not only the car's brand but also its sign. Going further, we remember people who use these brands and the environment where we see this brand. Simply said - it’s probable that when someone sees your ad on a fake-news portal, they may associate your brand with fake information. Add a scale of thousands of views and you have a PR disaster.

Why can’t my marketing team take care of my brand? Isn’t it a reason why I hire them?

Yes and no. The more complex a project is, the more goals and processes you’ll need to deliver real value. It means that when your marketing budget is big and you use multiple channels, the workload grows rapidly. The linear growth of budget means the exponential growth of the amount of places, websites and influencers to check. Then you come to the wall when you simply can't afford to hire someone to focus just on the placement of the ads. The optimization and lead generation is just more valuable than that. That’s where automated and secure solutions come in.

Brand safety is important, but how not to lose too much traffic?

“Our clients often ask this question. In the case of online ad marketing, if you narrow your placement too much, you can expect less traffic and an increase in spending.

But that’s not always the case. The refined process of discovering, analyzing and classifying websites is here to help you avoid sites where you really don’t want your brand to be seen. It’s not magic, it’s AI and it’s here to save your time on maintenance of the marketing campaign. Thanks to advanced tools available on the market, your ads will not be displayed in harmful, inappropriate or shady websites. All of it is done with laser precision. After all,  it’s not a traffic loss, if you didn’t want to show your ads there in the first place” - said Adam Iwiński, CEO Hybrid Poland 

What is more, running brand safe campaigns is seamless. Protecting a brand is automated with 100% accuracy. So the workload doesn’t increase - and it shouldn’t. It’s not about adding tasks to your marketing backlog, it’s about getting better yield from the same effort.

What tools help in protecting my brand?

Hybrid – a complete solution.

The product is an all-in-one product oriented on your marketing goals. You can create, run, analyze and optimize your campaigns using Hybrid. So you are not only able to benefit from AI to optimize your campaign, you can also be sure that your brand is in safe hands. 

Hybrid is based on our own Computer Vision technology which takes into account:

So if any of these factors has negative results Hybrid doesn’t display ads on the individual page or entire site.

Google Ads with manual selection of URLs

If you don’t want to use any additional tools and you have a small budget, there is an option to use URL monitoring to see where your display ads are being shown. It is good enough to take care of small campaigns or run tests. However, it will not work if your business is based solely on advertising. In this case, you shouldn’t waste your time on something that can be easily automated.

Facebook options

Facebook has its own algorithms for content evaluation and restriction. However, this kind of automated setup is not measurable with tools available on the market. That is why display traffic and what we offer at Hybrid can be measured with paid MRC-certified tools. We not only want to offer great tools, but also aim to be transparent in this respect.

Display your advertising in safe surrounding

The omni-channel marketing requires brands to be everywhere. It’s amazing because brands are ready even before consumers think about discovering their offer. Personalized marketing helps to provide users with value and information they are really interested in. However, it comes with big maintenance costs and some big risks. Keeping brand safe is one of them. So next time you’ll prepare a marketing campaign, choose solutions which not only sell but also assure you that your customers will discover your brand in the perfect surrounding.

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