Brand safety is a key concern for a growing number of advertisers today. The issue of having advertisements displayed next to undesirable content is a big concern that has been getting a lot of attention over the past year, and it seems that advertisers are starting to push back.
A recent survey was conducted by Oath (an advertising and media company) that looked at what advertisers are concerned about when it comes to brand safety. 99% of the 300 respondents said that they were concerned about their ads appearing in brand-safe environments. 58% of those said that they were more concerned this year than in 2017.
45% of people in the survey said that the social media platforms that they use for advertising are doing a poor job at ensuring brand safety. This includes platforms like YouTube and Facebook, both of which have had some public issues regarding ads and brand safety in the last year. It isn’t just the big players in advertising that are getting a bad reputation, however. 42% of respondents said that user-generated content sites are also failing to sufficiently address brand safety concerns.
In response to the worries, 50% of advertisers said they are working on applying more pressure to their ad partners to make improvements. Finding ways to ensure their ads don’t appear next to undesirable content is clearly a priority. 47% of advertisers said that they are going to be implementing third-party technologies to help them protect their brand, and 45% said they are moving their ad budget to premium websites that don’t have nearly as many issues in this area.
As more and more advertisers continue to make it a priority to ensure their ads aren’t showing up where they shouldn’t, this will put pressure on ad networks and other sites to implement higher standards.