Brand Safety: An Overview
The echo of the terms “Brand Safety” and “Brand Safe Environment” became more substantial for anyone who is even remotely connected to the digital advertising industry. A specific controversy in the digital video advertising raised the red flag for this term where a certain brand appeared on a none-safe environment. Just like any other challenge in the industry, pioneers of the industry knew how to turn the table to make an opportunity of the situation to highlight the importance of brand safety and how to enforce policies to empower it. In this publication, we will be discussing the main things you need to know about it.
Brand Safety policies and procedures differ from one brand equity to another due to the individuality and uniqueness of each brand. Entities need always to define what it actually means to them in order for them to articulate policies and procedures that serve their core questions of why we do what we do and how we do what we do and where do we want to be and when do we want to achieve that. By defining what it really means to each brand, entities accordingly can outline their grounds.
How & Why define brand safety?
It is essential that each entity define their purpose in the early age of inception. When an entity adopts a vision, mission and a set of values it becomes easier to define their concept of brand safety more vividly to guide them in the future to undertake business and protect their brand. Having that, it becomes less vague and less ambiguous to set up policies to protect their brands and to be applied by all members of the entity.
Brand safety measurements, policies, and procedures are crucial to be communicated clearly amongst members of an entity to avoid confusion in practice especially by the marketing individuals. The way to do that is to create a clear definition that is well communicated and introduced to all members of the executive and marketing team. By doing so, limitations, appetite, and conservatism in setting strategies will be subject to the parameters set by company’s philosophy. Best practices by the most successful businesses around the world show that it is best to customize the measurement for each business separately in order to reflect the image an entity wishes to have.
Brand Safety Flowchart
Just like anything else in business, brand safety is a process. Accordingly, it is subject to implementation, review, and enhancement. This business basic gives a level of assurance to an entity that first, its policies and procedures are implemented regarding this topic. Second, they are being constantly reviewed to detect any flaws. Last but not least, the policies are enhanced for better results. The reason we do this process in this case specifically, is that we want to answer the following question: are we protecting our brand?
It is always important to follow the revision/enhancement process so an entity can prove and validate the measurements it has undertaken to protect the brand. An entity for sure does not want to have resources consuming policy without actual measured results.
Brand Safety Tools
There are endless ways to ensure the effectiveness of the brand safety policies and procedures. However, it always important to find the tools and solutions that run side by side with your end goal. Accordingly, you can employ a single layer or a multi-layer tool to ensure reaching the brand safety goals. Unfortunately, not all business have the solvency to apply the best brand safety practices. Some businesses also try to avoid the complexity of the application. Therefore, when selecting the technological solution it is important to find the tool that serves the goals the entity wants to achieve.
In conclusion, when selecting an application for brand safety, an entity needs to select an application that its purpose is with the alignment of the entity brand safety definition.