Brand safety has never been in more danger than in the past year or so, what with offensive or inappropriate content, hateful speech and fake news jumping out at the Internet users right next to brand ads. That kind of displaced online behavior is not only hurtful to the communities and individuals who are targeted, but can also have a negative influence on the consumers’ views of both the brand and the platform where the incident occurs.
Not only that but when asked, consumers have largely stated that they would not like, recommend or purchase from a brand whose ad they saw next to unsafe content. On the other hand, they are sure to gravitate towards brands affiliated with a cause close to their hearts (like in the case of the “A Voice For Cats”: Essay Contest Scholarship”. The pet brand is using a user-generated content contest to drive engagement with its customers, and will also donate the winnings to a rescue charity of choice of their customer’s choice. Smart).
In that sense, here are 5 things to do to protect your brand from unsafe content.
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