下一个品牌安全是什么?IAS和Taboola的见解

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The turbulence 2020 brought opened up new conversations about brand safety, digital privacy, and risk management. This includes topics like contextual targeting, the aftereffects of COVID-19, and a boom in TV and streaming.

We tackled these topics and more in partnership with IAS.

Stacey Delaney(英国国家经理)和Taboola国家经理)和演讲者Patrick Zinga(斯塔尔康的数字战略和规划领先Emea),Rachel Waine(MediaCom数字总监Emea),Rebecca Degiorgio(Icrossing的付费搜索总监)和Paul Astbury(业务发展导演EMEA,Intental Ad Science)讨论了品牌安全的演变和与行业专家的问答课程。

Throughout the webinar, speakers also discussed insights from IAS’s recent report —IAS涟漪效应在线调查, which included responses from UK consumers.

Brands are Responsible for their Own Brand SAfety

Taboola kicks things off with an overview of the evolution from brand safety to brand suitability. Brand safety has always been at the forefront of conversations between brands and agencies, and that’s still the case:

“品牌安全一直处于最前沿。负面情绪阻止变得比以往任何时候都变得更加重要,但它一直是优先事项,“Waine说。

Degiorgio agreed, and Astbury weighed in with specifics they tackle during the onboarding process:

“当船上新客户端时,我们需要了解每个客户的品牌安全意味着什么。我们评估哪些策略,策略和合作伙伴适合品牌的需求。代理商必须展示他们可以敏捷和响应的程度。“- Zinga说。

Ultimately, when it comes to brand safety and suitability, it’s clients that drive the conversation, especially those who are up against a bit more red tape.

“Clients in highly regulated industries are more concerned with brand suitability and safety. Agencies must understand their clients and industries to discuss what is appropriate in their ad environment.” – Degiorgio said

This is in line with IAS’s findings — they asked respondents who they thought was responsible for brand safety, and brands/agencies were the top choice. Here’s how the number shook out:

  • Brands / Agencies (33%)
  • Publishers (31%)
  • Verification Partners (28%)
  • SSPS(5%)
  • DSPs (3%)

“It’s up to the client to define their level of risk and what is appropriate for their brand. Every brand and every vertical will have unique criteria that need to be addressed on a case by case basis,” Waine said.

Surrounding Content Must Be High Quality

Many marketers worry that they have to choose between maximizing reach and ensuring that their ads are only displayed in brand-safe environments.

To achieve the right balance of scale vs safety, while also hitting clients’ KPIs,retaining brand safety, content has to be of the highest quality.

“It’s a matter of quality over content. You have to maximize reach over quality content to get engagement and attention. It’s important to understand a brand’s risk tolerance for suitability versus their desire to scale,” Waine said.

In IAS’s recent survey, 91% stress the importance of the ad environment and the quality of content surrounding it compared to 87% who stress the importance of ads that are personally relevant to them.

“您希望获得最具成本效益的CPA,而无需限制您的范围。如果您添加多行目标线,则会限制您的范围,因此您必须在保持品牌适用性的同时平衡击球目标。如果您想以质量内容的规模达到更多人,您应该期望支付更高的溢价,“Zinga说。

这使得高级出版商处于优势,特别是由于ac米兰赞助商 vwin65%的消费者表示,在高质量的环境中,只有22%的人在高质量的环境中与广告进行接触的可能性。

When placed on a low-quality site categorized as high risk, consumer perception is affected.

88% of consumers found ads annoying, 55% felt less favorable toward the brand in the ad, and 70% would actually stop doing business with the brand.

“最重要的是与您的合作伙伴的诚实对话,了解品牌适用性和控制。品牌适宜性的技术和教育各不相同。一些广告商可能不得不接受他们的消费者也消耗低质量的内容,因此他们必须在这些环境中宣传到达它们,“Zinga说。

控制广告放置可能是具有挑战性的。全球数据创建正在加速,导致广告放置机会的增加,但导致广告技术必须适应的挑战。

Overly cautious brands with long keyword blocking lists have damaged relationships with publishing partners in a number of ways.

  • Less monetized inventory.
  • Missed opportunities to connect with the right audience by appearing next to contextually relevant content.
  • 浪费广告在与品牌无关的页面上出现。

ac米兰赞助商 vwin出版商在数字广告生态系统中发挥着关键作用。背景是营销人员的新战场。有效的营销人员能够控制环境,同时继续以规模运行,驾驶业务成果。

“There has to be a balancing act between what’s possible in brand safety without limiting too much. Too much blocking limits performance,” Waine said

下一次演进:品牌适用性控制

随着适用性的转变,品牌可以访问适合性控制以排除不合适内容的关键。在规模上对内容进行分类的技术可以读取像人类的内容。

在2020年在品牌安全范围内出现灯的问题之一是关键字封锁,在某些情况下过度遍历。为了确保该机构正在阻止正确的关键字,以确保其客户的品牌安全而不会影响结果,转向上下文。

“Keyword blocking is a blunt tool, which can inadvertently block a large amount of news content. Rather than blocking catchall phrases, block the negative associations around news, stories, and articles. Brands must take advantage of contextually relevant content,” Waine said.

未来是重点关注适用性和情感技术,使行业更加接近质量的真正含义:

“使用关键字有他们的位置,但代理商的建议是更多地关注品牌适用性和情感技术。并非特定主题周围的所有内容实际上都是负面的。Astbury说,您希望能够以规模运行并与消费者携带围绕积极内容的消费者。“

“如果您正在照顾Durex的喜欢,您不能关键词”性“,因为这就是您的品牌所做的。适用性和情绪的页面级别分析是关键。AI比人们更好地了解英语。关键字阻塞正在成为一种古代方法,“Zinga说。

根据IAS的调查,虽然品牌适用性是优先事项,但风险缓解也是2021年的列表之上:

  • 48%认为品牌风险减缓高度优先
  • 31% a very high priority
  • 14% a medium priority
  • 5% a low priority
  • 2% a very low priority

为了保持缓解之上,这完全是关于透明度和频繁的报告:

“You just regularly evaluate which publishers perform best and are most suitable for the brand,” Waine said.

“In addition, it comes down to transparent and actionable reporting and analysis for clients,” Degiorgio said.

关键的外卖

今年全部关于适合性,质量和背景。来自此活动的一些关键外卖:

  • Context is critical。Brands need ads to appear in suitable environments while also aligning with privacy regulations.
  • Consumers are receptive to conceptual targeting。更多消费者更喜欢使用个人数据的上下文相关环境。
  • Brands can refine suitabilityby removing keyword blocking lists.
  • Upgrade to controlsthat analyze the context, semantic, sentiment, and emotion of content.

IAS技术达到内容的真正含义和作者传达的情绪。这可确保您的广告与您的消费者连接的内容一起放置。这允许品牌远离二进制关键字阻止并在品牌环境中以规模进行广告。

Now, using ourintegration with IAS’s Brand Safety Segment API,营销人员可以充分利用Baboola上的预先出价阻止,由IAS提供支持。我们还推出了IAS客户在他们的Taboola广告系列上使用BIA广告系列监控像素的能力。在品牌安全中的下一步是什么?:来自IAS和Taboola的洞察力

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