November 16, 2022
Ensuring your ads are perceived in the right way and understood by the right audience is essential for brand image. Check out these tips to keep your brand’s reputation safe while advertising.
As a marketer, your number one priority is ensuring that your ads are perceived in the right way and understood by the right audience. This will have a decisive impact on your brand. Here are six tips for keeping your brand’s reputation safe while advertising.
Brand Safety is the will and strategy to protect the reputation, goal, and image of a brand from negative influences or inappropriate content in online advertising. In recent times of programmatic and automated advertising, this topic has gained even more importance. Consumers don't perceive brands in isolation, and associate it with the environment in which they are presented.
Depending on the brand and target group, inappropriate environments include crime, terrorism, drugs, fake news, hatred, violence, abuse, and political conflict. However, the context is always important: while an airline would not want to place its advertising next to negative news about plane crashes, a railway company might even benefit from it.
According to Forbes Magazine it is always better to be proactive than reactive about brand safety because it's often very expensive and complicated to free a brand of a negative association. This is especially true with regard to consumer acquisition or retargeting.
Reputation, i.e. the opinion of a majority, can be divided into organic and event-related reputation according to the Serviceplan Corporate Reputation Report 2018.Organic reputation refers to the long-term experience with a product, such as its quality or its lack. Event-based reputation can be a hype about a product or a negative scandal in the press and is usually difficult to influence.
Companies should take care to control the environment of a brand to a certain degree. As a basic step, companies should define their own values, visions and philosophies. This helps to identify which environments are (not) appropriate for the brand and which measures need to be taken. Once this is done, there are various strategies and actions that management can take to protect or perhaps even improve the reputation.
We hope these six tips for brand safety help you navigate the online advertising landscape and get more confident in your advertising decisions. By following these simple steps, you can create a safe and successful online advertising experience for both your customers and your brand.