The GroupM Brand has published a Safety Playbook.
"The advertising industry is one of the world’s most dynamic, everchanging and vibrant industries. It is always striving to find better ways to engage with users through new channels and media, in addition to new solutions to connect with consumers through technology. That requires brand safety to evolve equally as fast to ensure consumer trust.
Traditionally, brand safety risk was limited to digital advertising—programmatic and social. Now, with established media digitizing and reinventing themselves, opportunities to improve brand safety practices are appearing across new avenues. Combined, these factors yield new challenges for established media and old challenges for new media. But there is opportunity to be found with every obstacle. Brand safety is a complex, nuanced matter and will continue to evolve in the years ahead.
In this report, we look at what the future may hold. We begin with an overview of political, social and technological shifts impacting brand reputation at a high level. We then look to specific challenges in five categories currently undergoing rapid transformation: Connected TV, Digital Out-of-Home, Location Data, Audio and Gaming.
There are 10 key points from Brand Safety: A GroupM Playbook for Marketers.
Policy shifts.
The COVID-19 pandemic has established a ‘new normal’ ‘digital first’ lifestyle.
Fake news.
Too much brand safety is also a concern.
Connected TV.
Digital Out-of-Home.
Precise location data.
Audio is growing.
Gaming presents a huge opportunity.
Fundamentals still matter.
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