Carat’s Chief Digital Officer Talks Brand Safety & Twitter’s Video Power

Carat’s Chief Digital Officer Talks Brand Safety & Twitter’s Video Power
SHARE
THIS



B&T recently sat down for a one-on-one with Carat’s chief digital officer, Sarah James, to discuss one of the burning industry issues – brand safety. Here, she weighs up the pros and cons of programmatic in this context, and argues why advertisers’ need for Twitter will grow in the future.

When did brand safety first become an issue for your clients?

Brand safety has been a concern for advertisers since our industry started across all channels – not just digital. Press, TV, out of home, radio – every channel has had their time in the spotlight from a brand safety perspective.

Brand safety is an issue of your ads appearing in a context that’s not right for your brand, and that means different things to every advertiser – it’s not always a matter of porn or salacious content. Depending on what you’re selling and your brand values, those might be very brand-safe environments for you, say, if you’re someone like Sexy Land, Ansell, or a sexual health clinic.

Far more innocuous-seeming environments, on the other hand, can still represent a brand safety challenge. For example, if I sell chocolate, I would not consider having my TVC in the first in break position after an A Current Affair exposé on diabetes or childhood obesity a brand-safe environment for me.

Digital and programmatic are having their moment in the brand safety spotlight now, driven in large by the increase in the volume of advertising being placed that way.

Programmatic is a hugely tempting proposition for advertisers, because of its ability to drive efficiencies by having a singular view of the consumer and its ability to be able to overlay data to enrich the granularity of targeting.

What everyone seems to be forgetting is that programmatic, and more broadly digital, is a channel in its relative infancy – it’s going to have a component of test and learn to it.

It’s a channel unlike any other in both its risk and reward. For better or worse, no other channel moves and evolves at a comparable pace. For that reason, we need to look at it through an entirely different lens. It’s unreasonable to expect we will ever be able to completely eliminate risk for brands on digital – it’s simply changing too fast.

However, what has become extremely apparent is the importance of third-party verification as no longer a ‘nice to have’, but rather an essential additional layer of security for both brands and agencies.

When you suggest Twitter as a brand-safe platform, are advertisers usually somewhat taken aback? How do you convince them of its merits?

Advertisers aren’t necessarily taken aback. However, bringing Twitter into the mix requires a different conversation. It has the power to act as an intimate conversation with fans/customers when it is used in the right way, as well as having the ability to be used as a reach driver.

As an example, we have seen many brands use it as a service channel to answer customer enquiries extremely well in a timely manner, as well as seeing many advertisers lean into the real-time nature of the platform by extending sponsorships into the platform such as the Holden/NRL sponsorship.

What’s the most surprising thing about Twitter as a video platform?

The volume of video being watched is surprising for a platform such as Twitter, which began like many others did with such a big focus on text. There has continued to be a focus on the creativity needed to craft storytelling in a limited number of characters, but now with the increase to 280 characters, this gives brands more scope to tell stories.

However, Twitter hasn’t ignored the shift towards visual-first content. Owning the live video space where competitors like Facebook would seek to overtake them shows how big a focus video has been for Twitter. The continued work to negotiate broadcast rights across key sporting codes in Australia will continue to see advertisers see an increased need for Twitter in the mix.

This article is a collaboration between B&T and Twitter Australia.

Please login with linkedin to comment

Latest News

Case Study: How Content Helped Tribal Marketing Come To Life Amongst Rev-Heads.
  • Opinion

Case Study: How Content Helped Tribal Marketing Come To Life Amongst Rev-Heads.

In this guest post, CEO of content marketing agency Edge, Fergus Stoddart (pictured below), says brands would do well to play on their customer’s loyal tribalism… Normally over Christmas, any downtime is spent asleep on the sofa, mildly lubricated with a belly full. This year, with the Ashes in the background, I managed to stay awake […]

Opinion

by B&T Magazine

B&T Magazine
Red Bull Holden Racing Team Unveils 2018 Cars On Sydney Harbour
  • Marketing

Red Bull Holden Racing Team Unveils 2018 Cars On Sydney Harbour

Red Bull Holden Racing team took the covers off its 2018 Holden Commodore Supercar today. Floating on a barge in Farm Cove, the harbour provided a stunning backdrop for the reveal. Teammates Jamie Whincup and Shane van Gisbergen have won the past two championships for the squad. Whincup, now the greatest of all time with seven Supercar’s titles, […]

Victorian Government Launches VR Bushfire Experience Via The Fuel Agency
  • Advertising
  • Campaigns
  • Technology

Victorian Government Launches VR Bushfire Experience Via The Fuel Agency

As part of its summer fire campaign, the Victorian government has launched a virtual reality (VR) bushfire experience and content series via The Fuel Agency. The VR experience places the user in the midst of a large bushfire, and is designed to encourage people to leave early on high-risk days before it’s too late. The […]

Local Ad Tech Company VeNA Partners With RugbyPass
  • Advertising
  • Media
  • Technology

Local Ad Tech Company VeNA Partners With RugbyPass

ad tech company VeNA has signed an exclusive reseller partnership covering Australia and New Zealand with digital rugby network RugbyPass. Across Asia and parts of Europe, RugbyPass is the exclusive digital rights holder and over-the-top broadcaster for live rugby, including the Super Rugby, the Rugby Championship and autumn internationals, the Six Nations, the Aviva Premiership, […]

SpotX Appoints Gavin Buxton As Asia MD
  • Advertising

SpotX Appoints Gavin Buxton As Asia MD

Video advertising platform SpotX has announced it has appointed Gavin Buxton as managing director of Asia to lead the company’s expansion in the region. Buxton has over 17 years’ global experience in the digital advertising space, having worked in leadership roles at tech and publishing companies, including Microsoft, Turner Broadcasting, and LinkedIn, with the last […]

Big Mobile Doubles Down On Ad Tech & Rebrands
  • Advertising
  • Technology

Big Mobile Doubles Down On Ad Tech & Rebrands

B&T Awards 2017 finalist Big Mobile has unveiled a fresh look to reflect its new ad tech credentials. The company successfully pivoted its business from ad network to mobile ad tech vendor when it announced a joint venture (JV) with Widespace in October last year. As a result of the business changes, Big Mobile wanted […]

March One Appoints New Senior Account Manager
  • Advertising

March One Appoints New Senior Account Manager

Independent ad agency March One has appointed a fresh face to the team, with Melanie Tozer to reinforce its mission to put humans first as a senior account manager. Tozer (pictured above), an up-and-coming talent from New Zealand, will align her extensive experience in FMCG marketing with March One, having worked on accounts for Bunnings […]