As a part of the digital advertising industry, we know the importance of delivering the right message to our audience. The brand message is the brand’s top KPI in advertising, as the rest of the foundation is built around it.
Today, this internet era gives advertisements the reach that allows brands to have customers in different continents. With the internet being home to a million websites and a billion users, a brand can deliver its message to the masses with ease via digital advertising. But every brand has its ethics and a specific content category that they see fit for their advertising needs.
What is Brand Safety?
There are websites with different types of content - news, sports, entertainment, politics, etc. But brands don’t want any and every type of website to deliver their message. Some of the websites may have fake news, political content, violence, pornography, cursed words, to name a few.
How would you feel if your advertisement appears alongside such content that is entirely against your brand ethics? No advertiser in their right mind would want their business to be tainted with such content!
The Internet Advertising Bureau (IAB) defines Brand Safety as -
It’s all about keeping brands safe when they advertise online, not letting their ads end up next to inappropriate or illegal content. If as an industry, we all stick to proper processes we can make a safe environment for ad trading. That way, we can minimize the risk of misplacement, protect the reputation of brands, and ultimately stop the unethical funding of content and services which infringe copyright.
How Does Botman Help?
Every brand monitors various channels to find mentions of the brand and assess how it affects their reputation. This could include -
- Print media, from newspapers to magazines
- Online publications and blogs
- Social media platforms
- Review sites
- Broadcast media
The purpose is to be able to respond and act on these mentions ultimately. It can help one gain good publicity or spot any harm.
Brand safety measures arise when advertisers are running digital marketing campaigns across channels. In a way, it compliments brand monitoring by monitoring all ad placements on different channels and assessing them for safety.
Like mentions, it's also essential to know where your online ads are being shown to the users. As a brand, your brand safety guidelines may not allow the ads to be shown on torrent, pornographic, or blacklisted websites, and if that happens, it could be a severe issue for the brand. With Botman Fraud Firewall, you will be able to monitor this in real-time with each click.
Brand Safety for Video and Display ads in the Digital age
Integrating Botman’s Brand Safety feature in your Video and Display ads is a must, as:
- 1 in 10 ad placements is against harmful content.
- 80% of consumers will stop or reduce buying products advertised across extreme or violent content.
Botman features the Dirty Dozen Category Check, which monitors for unsuitable and potentially harmful contexts in the following categories:
- Spam/Phishing Websites
- Smoking, Drugs, and Alcohol
- Crime and Terrorism
- Online Piracy
- Arms and Weapon
Additionally, Domain Credibility Check monitors for:
- Parked Domains
- Domains had think content
- Domain registered in last few days
- High number of ads per page
- Gibberish website names
Our robust solutions for unsafe video and display:
- YouTube Video Check - Get a blacklisted channels list.
- Display check - Block the unsafe domains before the ad is displayed.
Botman Brand Safety feature allows the brand to avoid all unnecessary risks associated with online advertising increasing its credibility.