Brand Safety Crisis Can Prompt Consumer Backlash Against Brand

In this article, MarTechSeries comments a survey conducted by the Trustworthy Accountability Group (TAG) and Brand Safety Institute (BSI). Hereafter are our takeaways:

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:

Advertisers responsibility

  • 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.

Bottom line:

* 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:

Questions? Contact us!

 

 

 

Your business is all about the content you trust.

Image Credit: SEOMarketing

Knowledge from Content makes or breaks any future.

Applies to individuals but also organizations and businesses, of all sizes and sorts.

We are our Education.
So is your Business.

What we are depends on the education we were given. Need proof?
MIT scientists created a “psychopath” AI by feeding it violent content from Reddit

Same applies to any Businesses. Your Business is how it was educated.

No Trust in Content,  No Trust in business future.

Trust in Content is the #1 vital condition to any business.

1st, define the content you trust, 2nd, feed all business decision and education processes with it.

Trust in Content is not a nice to have, it’s a vital, critical, mandatory must have. Tools are fed with Content. No matter how your tools are, fed with poor content, the smartest tools and the smartest operator of those tools will produce poor performances. Is it what you want for your business?

No trust in content, no need for any tools otherwise it would be, not only a waste of time and money, but a very dangerous way to make bet on your business future.

It all starts with content you trust.

  1. Define the content you need
  2. Create your Corpus with TrustedOut and get the corresponding Media, Sources and Articles abstracts and links
  3. Now, Feed all your tools with content you trust

 

Corpus Intelligence 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.

Want to give it a try?
Contact us!

 

Brand Safety, the most misleading proxy for quality that an advertiser can use.

This post is our takeaways from this AdExchanger article.

Brand Safety Is Not Synonymous With Quality.

“I find brand safety one of the most baffling contradictions of our industry. It often represents the exact opposite situation in which any quality media owner should want to put itself, and it is the most misleading proxy for quality that an advertiser can use.

As programmatic RTB grew, quantity gained priority over quality, and everybody fell into the trap. Advertisers pursued a delusional quest for unlimited scale, blinded by the illusion of a perfect cross-device, cross-domain view of the user. Quality media brands dangerously allowed themselves to be thrown into a big bucket with almost every type of inventory, ranging from fake to garbage on up to the top of the premium content pyramid: their own.”

A “lifecycle of rubbish”

“As a result, marketers saw their ads run on sites and apps that, at worst, promoted hate speech, terrorism, pedophilia, violence and even harmed the users’ devices, and, at best, alongside very low-quality content and environments with horrible UX.

When these problems surfaced, advertisers should have demanded that the programmatic platforms remove the rubbish at the source, which could have fixed the roots of the issue (but it also would have threatened the potential revenue for ad tech and agencies and the illusion of scale). Instead, advertisers barked without biting and deployed systems to filter out as much of that rubbish as possible, adding further costs to the system.

This created a “lifecycle of rubbish,” flowing in and out by design.”

The obsession with brand safety is taken to an extreme, while advertisers willingly join an environment plagued by the worst possible problems in marketing and advertising.

“One could think that the introduction of brand safety tools was the point where premium media owners finally won, with their quality inventory highlighted, protected and made available to premium brands. This is where the painful path took a slightly different twist instead.

In addition to the sites or apps that no respectable business would want to be associated with, advertisers started to include in their blacklists terms and topics predominantly focused on current facts and news, such as Trump, Brexit or #MeToo. This practice also existed for decades in print but with a much more reasonable and balanced approach.

These topics are part of perfectly safe and balanced pieces of content when belonging to quality media environments, but in this “brand safety” era they are all to be carefully avoided.

Programmatic RTB triggered a brand safety paranoia, but it’s a paradox: The obsession with brand safety is taken to an extreme, while advertisers willingly join an environment plagued by the worst possible problems in marketing and advertising.

The result is ads from some of the top advertisers often being displayed, by exclusion, on “safe content” like silly polls, competitions or otherwise bland content of little quality and engagement. At the same time, quality media owners complain that a good amount of premium content is automatically filtered out by brand safety algorithms, affecting their revenue.”

A great opportunity for visionary advertisers and media owners.

“There is a great opportunity for visionary advertisers and media owners who understand that infinite scale is not only impossible but even counterproductive. There would be enough reach in a media environment that is high quality, walled garden-like, brand safe by nature and user-centric – separate from the programmatic open marketplace and complementary to Google and Facebook.

The industry’s marketing and advertising pitches constantly cite the customer experience at the forefront of their promises, but let’s stop fooling ourselves, our clients and our partners.”

More than Brand Safety, Brand Consistency.

Brand Consistency > Brand Safety + Brand Suitability

With TrustedOut: Manage unbiased, AI-built Whitelists. Centrally.

Questions? Contact-us!

2019: Brand awareness is Marketers top priority.

According to the 2019 “State of Digital Advertising” released by Marin Software, Brand awareness is Marketers top priority in 2019.

  • Brand awareness – 25%
  • Enhancing the customer experience – 22%
  • Embracing omnichannels – 20%
  • Delivering personalization – 20%
  • Campaign management – 19%

Building Brand Awareness Requires a Consistent Brand Experience.

As written in this article, “the psychological reason why  brand consistency is is important”:

“First and foremost, brand consistency is about trust, and establishing it works like this:

In order for people to trust you, they have to feel like they know you
In order for them to feel like they know you, they must be aware of you, recognize you, and remember you
In order for people to recognize and remember you, you must show up in a way that’s consistent”

TrustedOut builds and preserves your Brand Consistency:

  • Manage lists from AI-profiled sources. Unbiased. Universal. Up-to-date.
  • Feed directly ad delivery systems 24/7/365.
  • Align centrally all lists per brands, regions, campaigns.
  • Optimize budgets using media profiles to detect most efficient media.

Questions? Contact us!

Do not let advertising compromise your brand consistency.

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.

Every company has a brand identity.

This is true for your company whether you’ve made a single conscious branding decision or not.

And that’s why it’s vitally important to make conscious, consistent branding choices. The decisions left unmade, and a brand left untended may hurt your business.” [source]

TrustedOut secures your Brand and preserves your Brand Consistency.

Contact us!

 

 

Economy and Enterprise – US vs France Taxonomies.

France’s Economy and Enterprise Taxonomy.

Let’s ask TrustedOut, for France, what is the Taxonomy of all media covering the “Economy and Enterprise” Classification group over the past 7 days.

Here’s the corpus query:

Showing 373 Medias and 750 sources

and the taxonomy DNA:

USA’s Economy and Enterprise Taxonomy.

Let’s ask TrustedOut, for the US, what is the Taxonomy of all media covering the “Economy and Enterprise” Classification group over the past 7 days.

Here’s the corpus query:

Showing 1,961 Medias and 3,645 sources

and the taxonomy DNA:


Comparisons:

France USA
General, 43.6% General, 41.9%
General > Economy and Enterprise, 20.2% General > Economy and Enterprise, 21.5%
General > Economy and Enterprise > Economy, 6.2%
General >  Finance, 5.2% General >  Finance, 5.4%
General >  Law, 6.5%
General > Tech, 8% General > Tech, 8%
Industries, 22.2% Industries, 19.1%
Sciences, 6.7% Sciences, 7.7%
People, 27.3% People, 31.2%
People > Culture and Arts, 7.3%
People > Sports, 6.6%
People > Lifestyle, 5.9%

How to read the table above: The percentage means how much of the classification datasets are in the publication. Ex: In the US,  media covering Economy and Enterprise have also 5.9% have words belonging to the classification Lifestyle which is part of People.

In France, media covering “Economy and Enterprise” also talk:

Deeper in Economy
Law
Culture and Arts
Sports

While, in the US, media covering “Economy and Enterprise” also talk:

Lifestyle

Fine tuning your corpus to compare apple to apple.

Want to compare countries for a product launch but do not want the Lifestyle classification in the US?

Simple add the IS NOT Lifestyle taxonomy:

Voila. Now run your analytics on those 2 corpuses or/and Get the corresponding whitelists…

Questions? Contact us!

 

 

France: People trusts almost twice more someone they know than news media

According to Ipsos, information from a acquaintance inspires almost twice as much confidence as information from a media outlet, according to Ipsos.

French trusts way less.

Trust for France vs Others:
37% vs 49% for Radio and TV,
36% vs 46% for newspapers and magazines,
30% vs 45% for online information.

64% do trust someone they know.

Beyond the question: “where do those people they know get the information”, we can also link this ratio of “twice trust when I know” clearly visible in this chart

Finding trusted sources is the foundation of TrustedOut:

A database of AI-profiled Media.

”For analytics and brand safety,
what’s not Trusted In, can not be Trusted Out.”

Questions? Let us know!

 

 

65% of Britain’s biggest advertisers are present in non-brand safe environments

This post represents our takeaways from this article.

‘Brand Safety in the UK: Willing to Risk it?’ was commissioned by marketing and media consultancy Ebiquity in partnership with zulu5, focussing exclusively on the world’s third-largest programmatic market.

2/3 of the Top100 advertisers exposed in Q1 2019.

Report (link above) found “Close to two-thirds of Britain’s top 100 advertisers have been exposed to potentially brand unsafeenvironments in the first quarter of 2019 alone.

This report from Ebiquity and Zulu5 recommends:

Take active steps to tackle brand safety and ad fraud. – Ebiquity

“Angus Mclean, director digital, Ebiquity, said: “Our report demonstrates that brand safety is a complex issue that remains highly relevant for many brands, and there isn’t necessarily one standard applicable to all advertisers. Despite continued risks to brands, we believe advertisers can take active steps to tackle brand safety and ad fraud.””

Define what constitutes appropriate and inappropriate content – Ebiquity

“To minimise risks Ebiquity recommends advertisers first define what constitutes appropriate and inappropriate content before implementing their own brand safety standards while actively monitoring and managing campaigns.”

We could not agree more!

As we wrote previously:

Brand Consistency > Brand Safety + Brand Suitability

Solution: Fix Brand Safety with AI-operated WhiteListing.

Questions? Contact us!

 

 

 

They say about nous. [update #2]

Here’s a selection of the feedback we got lately.

Agencies

We met with Franck Farrugia, CEO Omnicom Group France and says about us:

“TrustedOut provides us with what we have been looking for a long time, namely a dynamic construction of secure advertising delivery environments for our advertisers. But this is also far beyond that, since they allow us to select broadcasting environments according to the levels of trust that an audience and a target group grants to content, thus maximizing advertising impact, because more than ever, trust is the major issue in the relationship between brands and consumers. » 

Advertisers

We met Samir, Chief Digital Officer at La Redoute (very large ecommerce site), and he wrote this:

“Yesterday, I met Freddy Mini, a briscard who was CEO of Netvibes;) Now he launches Trustedout and it feels really good to see a StartUp that not only promises a solution that everyone calls for and especially that shows it! It really works!!! Don’t look any further… or at least I found it!”

Searchers and Teachers.

We also met with Fabrice from SciencePo, a famous school and Dominique, who worked for Ecole Polytechnique de Lausanne and SciencePo. Following our meeting, Dominique wrote this: TrustedOut, AI to explain who you trust.

The way TrustedOut deals with the issue of trust seemed to me to be one of the most clever and feasible.

TrustedOut really bluffed me.

But by systematically formalising content descriptors, TrustedOut makes it possible to give applicants the ability to explain their trust criteria,

Government.

We met Eric Bothorel, Deputy of the Côtes d’Armor, at the National Assembly, in charge of Hate Speech questions on the Internet:

I was receiving @TrustedOut (@freddymini @florentsolt): a promising solution #DeepLearning to ensure the presence of brands in relevant places and safe trustedout.com
➡️What if the solution to no longer finance hate sites was French?
#HateSpeech

More to come soon… Stay tuned.

And as usual, feel free to contact us if you have questions!