One day a reputable family-friendly brand that sells kids’ toys finds out their ads are being displayed on a website filled with inappropriate content – violent or explicit material. The backlash is immediate – parents are outraged, and the brand’s reputation takes a major hit. Consequently, they lose clients and sales. The company goes bankrupt.
This is a prime example of a brand failing to promote its brand safety. As a website owner or e-commerce owner, you need to steer clear of such self-inflicted disasters. To so do it wisely, first, you need to understand…
What Is Brand Safety?
Brand safety means your ads only appear in contexts that go hand in hand with your brand’s values and target audience.
In other words, brand safety equals protecting your brand’s reputation by controlling where and how your ads are displayed online.
How Can You Ensure Brand Safety?
There are two ways you can go to promote your brand safety. You can either…
Take Care of Brand Safety Yourself
First, you define what’s acceptable and what’s not for your brand. This includes the types of websites, content, and contexts where you want your ads to appear.
Secondly, you need to find specialized tools and technologies that help you monitor and control where your ads appear. These tools can filter out websites and content categories that you have deemed unsafe.
Later, even with guidelines and tools in place, it is still crucial to regularly monitor where your ads are being displayed. This means checking reports and reviewing ad placements to know that everything lives up to your brand’s safety standards.
Work with an Agency that Handles Brand Safety
As an online business owner, you’ve got a lot on your plate. Handling yet another issue, which is brand safety, maybe a bit too much. That’s why partnering with an agency that deals with brand safety may be a smart move for you.
Why Should You Consider Partnering with an Agency Handling Brand Safety?
Agencies specializing in brand safety have all the necessary tools and means to keep your ads in the right places. Not to mention their know-how and year-long experience that is irreplaceable.
While talking about the tools, such agencies have access to the latest technologies. Why does it matter? This is simply because they can guarantee your ads are seen in safe and appropriate contexts. In other words, such agencies use advanced algorithms and real-time monitoring to prevent your ads from appearing on inappropriate or harmful websites.
It’s also worth realizing that by partnering with a brand safety agency, you can focus on what you do best – running your online business – while they handle the intricacies of ad placement and safety. Knowing your brand’s reputation is in good hands gives you the peace of mind to concentrate on growing your enterprise.
Although it might seem like an additional expense, working with a company handling brand safety can save you money in the long run. They help prevent costly mistakes and protect your brand from the negative impacts of unsafe ad placements. Also, you can expect them to allocate your marketing budget wisely and accurately.