Distrust in media is an issue everywhere. While trust in media in the US has stabilized around 40% (who trust), it was in the 70s-ish% in 1970. The situation is and is getting worse in Europe, as this Liberation article says :
“While there is also a downward trend of between 2% and 4% in most European countries, France is experiencing the largest drop in confidence. Above all, with only 24% of French people trusting the media, the country is 37th out of 38, just ahead of South Korea (22%). By way of comparison, the confidence rate is 47% in Germany or 40% in the United Kingdom.”
No trust in content, No trust in decisions made from it.
Can you imagine betting your future, the future of your business, on content you do not trust?
Can you imagine displaying your brand, the brand you’ve spent years building respect and trust on, on environment you don’t know, that do not fit your brand’s values?
Can you imagine having your PR and watch team listening media without understanding the profile of those media?
It is the motto of TrustedOut. The reason of our name: “If it’s not trusted in, it cannot be trusted out.”
Trusted Content should be like water or electricity: A Utility.
You need water. You open the faucet. You do not test the water. You trust it. You simply use it when you need it. Anytime. All the time.
You need electricity, You switch it on. You do not test the electrical. You simply use it when you need it. Anytime. All the time.
Imagine Trusted Content the same way.
You need trusted content. You open TrustedOut, define what you trust so you can trust the content you get. You simply use it when you need it. Anytime. All the time.
We now offer Unlimited access to TrustedOut, so access to content you trust is totally frictionless.
Define the content you trust for every segment of your business.
Hereafter is an example of an Enterprise organized by Industry. Also applies to any other type of business organization.
We won’t debate on the two articles under the scrutiny of the Singapore government, but rather focus on one thing very important for us:
Censorship must be and remain personal.
It is always dangerous to leave to someone what you can read and cannot.
CNN reports: “Government ministers can decide whether to order something deemed fake news to be taken down, or require a correction to be put up alongside it. They can also order companies such as Facebook (FB) and Google (GOOGL) — both of which opposed the bill — to block accounts or sites spreading false information.
The government can also prosecute individuals with fines of up to 50,000 Singapore dollars (about $36,000) and/or up to five years in prison. If the alleged falsehood is posted using “an inauthentic online account or controlled by a bot,” the potential fine rises to 100,000 Singapore dollars (around $73,000), and/or up to 10 years in prison.
Companies found guilty of spreading so-called fake news can face fines of up to 1 million Singapore dollars (roughly $735,000).”
Again, we, TrustedOut do not defend the spread of fake news or any offending content but we believe, for the most part, news can be seen as fake for some people and not fake for others, thus, censorship should be and remain Personal.
Get information from Traditional Media, have conversation on Social Media. Not the other way around.
In a previous post, we wrote:
“Misinformation and biases infect social media, both intentionally and accidentally. This highly recommended article from The Conversation exposes 3 types of bias identified by Indiana University. Hereafter are our takeaways… Continue reading
Trust, Media and Democracy
Related to this matter, we also wrote on the excellent Knight Foundation Report.
The Aspen Institute and the Knight Foundation recently released a report on a commission they organized about Trust, Media and Democracy. While coming from America, we believe most can apply wider.
If you don’t have the time for the length report, this medium page is very interesting. Here are our takeaways in the light of our previous posts, regrouped in 3 main categories:
Let say you are looking for a media in “Eating and drinking”, in France, to associate your brand with.
1. Select potential media partners
France and French. Taxonomy is Eating and Drinking. We will select “Covered” for media covering this subject and Past month, for a more stable taxonomy than the last 7 days.
TrustedOut offers 40 media and 60 sources, 214 articles per day and 43,000 articles in the archive. Corpus creation looks like this:
Click on “Get” and we get Media and Sources.
A click on a media shows how the media is perceived for toxic contents and political orientations.
2. Diving on your selected two.
From the media list, you want more info on two: Le Figaro Gastronomie and Elle A Table.
A click on a source shows the trends in classifications [ 1 ], week vs month and month vs quarter, as well as the top classifications per period of time.
3. Get an instant report on a Media Source
For each source, click on the “Report” button, [ 2 ] in the screenshot above, and receive the report in a PDF format:
Caution: Report timestamp is very important as data are permanently updated.
4. Comparing 2 sources profiles
By comparing profiles, you can define what is best for your operations.
TrustedOut helps your business all the way, all the time.
Let say here, your company, SmartBizFurnitures, builds and commercializes high end, classy Business Furnitures. SmartBizFurnitures believes Lifestyle applies to Business environments.
Sources you trustto get reliable intelligence.
You must trust the content you use to trust any decision you make.
SmartBizFurnitures asks TrustedOut for all media sources covering:
People › Lifestyle › Decoration And Design And Architecture
Because they are looking for insights from their intelligence tool (Digimind, Netvibes, etc…), they decide to:
Solely select the classification your business is in: People › Lifestyle › Decoration And Design And Architecture
Pick “covered” to get a large but relevant number of sources for our analytic tools.
Go with the shortest period of taxonomy, the rolling “Past week”, because they want to be news-sensitive.
TrustedOut finds 481 sources. Click on “Get”…
Intelligence tools ready.
… download the CSV file of those 481 sources and import them in your semantic/social intelligence tool. Your tool will continue to listen to all new articles from those sources. Should you need articles abstracts from the past, ask us as we archive everything we’ve computed.
This download of sources is manual and thus your list of sources won’t be updated unless you do regular download and import to your intelligence tool. To avoid this and always analyze the freshest, most up to date sources, select “Connect”.
Media you trustto keep your brand safe.
Here you want the widest AND most relevant (read consistant) list of media for the safest whitelist you will feed your ad server with.
This time ask TrustedOut for the whole classification group: Lifestyle, but this time we want to get the largest but secure list of media who have published on Lifestyle in the past 7 days.
TrustedOut finds 3,717 media (and 10,037 sources)
Brand cannot be with “Politics”
SmartBizFurnitures does not want to be involved into “Politics”, so, those 7% should disappear from our Corpus map.
Let’s remove the whole classification “Politics”… with the 4th line: Media covering Politics in the past 7 days should be removed from the list:
Of course, we have less media: 936 instead of 3,717 but it’s the choice made by SmartBizFurnitures to keep their brand safe and consistant.
Same as with Sources. Here you will download the Media list as CSV but, as your brand must remain safe all over an ad campaign, you will want to “Connect” so the list of media = the Whitelist, will be up to date at all time.
Articles you trust to build on your PR efforts.
For our reading. we want the latest articles from the most relevant sources.
We will ask TrustedOut to give us our classification, as with Analytics, People › Lifestyle › Decoration And Design And Architecture, but since here, it’s not a machine analyzing but humans, likely a PR team or directly executives, we will select: Dedicated over the past 7 days.
100+ a day. 20,000+ archived.
On average, TrustedOut will provide 102 articles abstracts and can provide more than 20,000 from archives upon request.
A click on the right “Get” gives us:
Spot on for your PR efforts.
Click on the abstract article to read the article. Very interesting for SmartBizFurnitures. PR effort right here.
Watch tool ready.
Simple. Download: RSS.
Use this RSS as any RSS. Corporate pages, alerts, newsletters…
As of today and over the past 90 days, here are the top “covered” group classifications. This means the percentage of media in America covering the following group classification (like a countrywide newsstand shelf)
In bold are the differences above 5%. This means group classification that are more covered in the US vs France.
Top 3 Most topics covered are very different from France
US Media cover much more Entertainment & Leisure, Society and Education and, to a less degree, Sports, Lifestyle and Medecine & Health.
In bold are the differences above 5%. This means group classification that are more covered in France vs the US.
Greater coverage in Economy & Enterprise and Tech.
French Media cover much more in Economy & Enterprise and Tech which, both, are not even in the Top 10 US.
Largest Media Coverage differences.
As for above, we deliberately put a cliff at 5%.
Comparing Apple to Apple.
Tables above prove coverage between countries are very different, meaning feeding your intelligence tool and creating your whitelists based on random numbers of sources or media or articles will drive to unreliable, dangerous outcomes.
Jon Steinback, Facebook’s director of product marketing for EMEA and global channels, spoke exclusively to WARC to provide more detail about the company’s attempts to create a safer environment for brands.
Facebook: define their own “tolerances”, and create a media strategy
“… the social network is urging brands to define their own “tolerances”, and create a media strategy that is harmonious with campaign goals and business aims.”
Agreed. Of course. Keywords are not enough.
Mandatory need for brand values tolerances. And brand values are perceived. This can not be dealt with this keywords. Entering perceptions.
And perceptions made by humans are biased, not up to date and not universal on all matters. Must be done by a machine. A machine taught with myriads of content… Here we are.
TrustedOut: Tolerance controlled via Whitelisting definition.
Here starts TrustedOut’s Corpus Intelligence.
Here starts the need to define the “tolerance” limits on what your brand can support.
Here starts the whitelisting definition, as large as tolerable by your brand for a campaign.
Facebook: Suitable. safety is not being in a situation that can be embarrassing.
“Then it also encourages advertisers to consider the kinds of content which one might not categorize as offensive, but which are likely to jar when appearing alongside a particular type of brand.
“For some people, safety is not being in a situation that can be embarrassing for them,” he said. “The important thing for us is that we provide the right level of controls and also that transparency is inherent in this.””
Bingo, This is where TrustedOut excels.
Let us manage, globally, per campaign, all your whitelists. Always updated. Always right.
TrustedOut: Here starts Brand Consistency.
Here starts the brand consistency. Make sure your brand is consistent everywhere, all the time.
Here starts the fine tuning of the alignment of your brand for a campaign, a product, a target and media publishers.
Here starts the benefit of the publisher’s brand value for your brand. The publisher is no longer a space to advertise but an echo chamber for your brand.
Here advertising is not only pushing for a message, it strengthens what has the most critical value for your business: your brand.
…is very useful in the small and rapidly moving spaces of a device-dependent world. So, if words get in the way, remove them.”
“The harder it gets to connect to younger audiences, the bolder brands will need to become with moves like wordmark removal”
“It is noticeable that it requires bold creative leadership from both the client and agency to take those risks.”
Why would you risk your brand consistency at any stage in advertising?
Yes, removing the name from the logo is the ultimate step, the dream case, the results of years of consistency in building your brand.
The first step to achieving consistent branding is realizing that you have to ultimately gain control of your branding so that everyone is singing from the same song sheet. [source]
Is your brand consistent?
“An inconsistent brand is a confusing and unreliable brand. These are traits that drive customers away, not attract them. ” says Crowdspring, “If your brand constantly changes, it’s hard for customers or clients to wrap their minds around what it’s about. And, it’s even harder to gain trust, confidence and customer loyalty.”
Why would you compromise a hard and long gained brand consistency by advertising on media not consistent with your brand?
“Your brand promises must be consistent with the reality of your customers’ brand experience.
We could not agree more with the “Father of Advertising”.
(David Mackenzie Ogilvy CBE was an advertising tycoon, founder of Ogilvy & Mather, and known as the “Father of Advertising”. – Wikipedia)
Commerce and Branding are vital to any business. Both of them. Equally.
So, when one takes over the other one, it hurts your business.
That’s what we have with examples like Brand Safety or too mechanical SEO (Search Engine Optimization). Of course, everybody wants to maximize sales. No debate. But unreasonable actions, desperate measures will hurt your reputation and consequently your brand. And as Warren Buffet says:
Brand safety risk is pushing (too far) exposure into unsafe territories for the brand.
If your sole motivation is to have the highest number of ad placements with little to no overseeing on who’s hosting your brand, you’re due to a brand safety violation. And it may be costly to your brand reputation and thus, your business.
Would you risk your brand values on poor quality coasters or ugly marcoms? So, why risking them by exposing your brand with a publisher not compatible with the value of your brand?
Brand safety is a matter of “where” AND “who”.
Where is the brand exposed, meaning the matter of the page hosting your brand. Here programmatic is key to build a black list of words you want to avoid.
Who is exposing your brand, meaning the profile of the publisher. And, this profile must be compatible with your brand value. Here TrustedOut is key to build a white list of media publishers you want to keep your brand safe and consistant.
Another example: Site content and SEO.
The same “commerce and, not or, branding” applies to the content you produce for your site or the pages made for SEO.
Twisting incautiously SEO may put your brand at risk.
By adding or removing keywords to please Google and get more traffic may spoil your brand perception. After all, if content makes (or break) your brand, your own content applies first hand. Think of your site, as a media publisher. After all, this is where you expose your brand.
Customers have a broad definition of “Brand Safety”
“The survey also discovered that consumers define brand safety broadly, including issues such as ad-related piracy and malware, as well as those involving ad placement around inappropriate content.”
“Inappropriate” content has a very personal definition…
As discussed in previous posts for Fake News: What is fake for someone is not fake for others. Take Homeopathy. Some believes in it, others do not. The same applies to “inappropriate”. Some people believe a content is inappropriate, others won’t. Like for Rap lyrics for example.
Brand means values and values are emotions.
… but, for a very large majority, has negative impacts. On everyone involved.
From the article:
Large majorities of respondents said advertisers should prevent their ads from running near hate speech (73 percent), pornographic content (73 percent), violent content (70 percent), and illegal drug-related content (69 percent).
More than half of respondents said that advertisers should prevent their ads from running near stolen/pirated movies or TV shows (53 percent) and unsafe or hacked websites (73 percent).
Less than half of respondents said advertisers should prevent their ads from running near gambling-related content (43 percent) or controversial political views (41 percent).
Majority says negative impacts are real.
The overwhelming majority of respondents (90 percent) said it was very or somewhat important for advertisers to make sure their ads don’t appear near dangerous, offensive, or inappropriate content.
If respondents discovered ads for a product they regularly buy had appeared next to racist Neo-Nazi propaganda, 87 percent said they would reduce their spending on that product, and 58 percent said they would stop buying it altogether.
If respondents discovered such ads next to terrorist recruiting videos, 90 percent would reduce their spending on the product advertised, and 67 percent would stop buying it altogether.
If respondents discovered such ads on a website promoting illegal activities such as stolen videos and other content, 82 percent would reduce their spending on the product advertised, and 45 percent would stop buying it altogether.
If respondents discovered such an ad had infected their computer or mobile device with malware, 93 percent would reduce their spending on the product advertised, and 73 percent would stop buying it altogether.
Everybody is accounted responsible: Advertiser, Ad Agency, Publisher, Ad Tech.
When asked who should be responsible for ensuring ads do not run with dangerous, offensive, or inappropriate content, respondents assigned responsibility broadly, with 70 percent naming the advertiser, 68 percent the ad agency, 61 percent the website owner, and 46 percent the technology provider.
* Your Brand, to be truly safe, must be compatible with the brand of the publisher, or any support.
* This can only be done via AI profiling as it must be Unbiased, Universal and always Up-to-date.
* This can not be done by keyword-based queries. Keywords in a page don’t profile brand values.
TrustedOut’s solution for Brand Safety in 1 slide: