GroupM Issues Category-Specific Brand Safety Guidelines For Marketers
A new brand safety report released today by GroupM, WPP’s media investment group, offers new category-specific recommendations for marketers on the future of brand safety. As policy shifts, political winds and the global pandemic impact advertising, brand safety opportunities and risks are evolving just as quickly to keep pace.
Traditionally, most brand safety risk was limited to digital—programmatic and social. Now, with established media digitizing and reinventing themselves, opportunities to improve brand safety practices are appearing across new avenues. Combined, these factors yield new challenges for established media and old challenges for new media.
The report reveals how brand safety may evolve into the future within the context of political, social and technological shifts impacting brand safety at a high level. Then looks to specific challenges in five categories currently undergoing rapid transformation: Connected TV, Digital Out-of-Home, Location Data, Audio and Gaming.
“In the first six months of 2020 alone, CCPA [The California Consumer Privacy Act (CCPA) is a state statute intended to enhance privacy rights and consumer protection for residents of California, United States] has taken effect, Google announced they would be phasing out third cookies, the home stretch of the 2020 presidential campaign has come into full focus – increasing the attention on fake news – the world has been hit with a global pandemic and most recently protests related to racial inequality,” said John Montgomery (main photo), GroupM Global EVP, Brand Safety.
“Each of these events marks a unique opportunity to continue to challenge our brand safety practices. And, as people continue to evolve in how they consume content, there is always opportunity to push the envelope to create an even safer, more trustworthy online world. We look forward to continuing to do that for our clients and partners.”
Some of the key items to consider in the evolution of brand safety:
● Policy shifts such as GDPR and CCPA, among many others around the world, have created a seismic ripple throughout the industry, the full effects of which are yet to be felt. As old measurement methodologies such as third-party cookies fall away, the industry has an opportunity to collectively create better standards.
● The COVID-19 pandemic has established a ‘new normal’ ‘digital first’ lifestyle for the majority of the global population. Consumption habits have changed (more news, gaming and streaming content). Where consumers go, advertising follows and, with it, new opportunities to strengthen brand safety measures arise. Aggressive keyword avoidance demonetizes online news, especially so during the COVID crisis, as the audiences increase and at a time when the public needs reliable information. Local news faces an existential crisis.
● Fake news and technologies that create deepfake videos are growing more sophisticated and threaten to further erode institutional trust. Brands must be more proactive than ever in preserving their core assets and demand transparency in all transactions.
● Connected TV promises to command a larger share of budget in the coming years. However, measurement is fragmented across devices and publishers. Brands should demand greater transparency and interoperability among key players.
● Digital Out-of-Home is set to grow more advanced and complex as programmatic buying becomes more commonplace. While out-of-home has long been used for broad awareness, it remains an open question as to whether brands will have—or need—access to more granular targeting and measurement solutions.
● Gaming presents a huge opportunity in terms of audience, but brands must navigate a vast landscape of platforms, titles, player personalities and publisher relationships. Esports continues to grow in popularity, but brands must be aware of adjacency risks (violence and language, particularly). If people continue to stay home in the aftermath of the coronavirus, gaming audiences will retain some of the recent, rapid growth.
“Consumers and brands use technology to access media in new and interesting ways,” said Christian Juhl, GroupM Global CEO.
“As behaviours, habits and preferences shift with social factors, responsible brand safety requires a constant assessment of these changes and their impact on how brands continually earn consumer trust. GroupM has long acted as an industry advocate in shaping how we manage brand safety across new and established media partners. It’s never been more important than it is now, and we stand by our commitment with this latest guidance.”
Please login with linkedin to comment
GroupMLatest News
‘A Very Rare Breed Of Creative’ – Clemenger BBDO hires Chief Creative Officer
B&T's chatting with Clems boss Dani Bassil on Adrián Flores CCO appointment. We never got to Italian or Thai herbs.
Concrete Playground Debuts Innovative Urban Exploration Platform With Lexus As Launch Partner
Concrete Playground announced the launch of its redesigned website in partnership with Lexus. This partnership introduces a new era of urban discovery, enabling a deeper, more intuitive engagement with cities through a state-of-the-art digital platform. Revolutionised Digital Experience Concrete Playground’s website has undergone a significant transformation, designed to enhance the way users interact with their […]
Mindshare And The Brand Agency Take Top April’s New Business Rankings
Which agencies soared like an eagle for the month of April? As in stellar performance, not Eddie the hapless ski jumper.
Suntory BOSS Coffee Fuels Ambition With New Campaign From It’s Friday
Does your workplace have a strict, policed illegal drug policy? Then Suntory BOSS Coffee will have to do.
Resolution Digital Wins MyPlates Media Account
The best thing about personalised number plates is it makes spotting wankers on the road far easier. And drug kingpins.
Debunking The “Three Year Lie”: A New Approach To Retail Digital Strategy
This columnist says it's wrong to claim digital always has a three-year pay off. Has no opinion on the seven-year itch.
TV Ratings (06/05/2024): The Farmer Is Back And He Wants A Wife
It was a good night for lovers of farming and love.
The Growth Distillery Unveils The New Rules Of Influence
The New Rules Of Influence has arrived. And there appears to be no "difficult second album" syndrome here.
Whittaker’s Launch New Brand Platform, ‘Hello Chocolate Lovers’ Via Bastion Shine
New Zealand chocolate brand continues its insidious march into the Aussie market. Much like New Zealanders themselves.
Tyro Shows They Are ‘Into Business Big Time’ With New Brand Campaign Via Howatson+Company
Think finance isn't funny? Think again with this fun work. Yes, it still applies to funeral homes & Clive Palmer ads.
IAB Study Finds 66% Of Advertisers Have Five Or Less Years Experience With Affiliate & Partnership Marketing
Study finds advertisers & agencies not overly experienced with affiliate marketing. The opposite to networking drinks.
Optus Names NBN boss Stephen Rue As New CEO
In what would've been a delicious irony, alas this Optus news didn't get leaked in a major security beach.
Indy Enigma Delivers Signage For NSW’S First Purpose-built Surf Park
Is the fear of shark attack holding you back from a professional surfing career? This new surf park could be the ticket.
Houston Ramps Up Creative Capability, Appoints Two Senior Creatives
Houston - we don't have a problem! Well, not anymore with the appointment of these other-worldly recruits.
JCDecaux Secures All Major Bus Advertising Contracts Across Sydney
Do you like your ads to arrive 25 minutes later than scheduled? JCDecaux now boasts Transport for NSW's bus ad contract.
CommBank Launches The Brighter Side TV On 10 And 10 Play
Commbank teams with 10 for a new financial literacy program. Pensioners and the unemployed are advised not to watch.
IMAA Announces Next Female Leaders Of Tomorrow Programme
Here's a top initiative by the IMAA that B&T's proud to get behind. Unlike the 20 hotdogs in 20 minutes challenge.
Fast 10: Avid Collective’s Luke Spano On Building Deeper Relationships With Local Publishers & Advertisers
Avid Collective's Luke Spano takes on B&T's fast 10 questions. Well, 11 if you include "did you have a nice weekend?"
QMS Boosts NSW Billboard Network With Australian Turf Club Agreement
The QMS team seemingly now the ones to ask for a hot tip at Rosehill after partnering with the Australian Turf Club.
VMO Signs Deal With Stockland Shopping Centres
Often visit Stockland malls only to forget the very reason you came in the first place? Let VMO give you a gentle prod.
Day Management Appoints Paramount’s Tim Wall As Head Of Talent And Publicity
Paramount's Tim Wall exits the TV business after 12 years. Confesses the Rove years were the most taxing.
Poppet’s Postive Party Celebrates First Birthday At New HQ
Think first birthdays and fairy bread and dirty nappies spring to mind. Not to say it didn't happen at this one either.
Enjoy A Hahn Solo… And May The Fourth Be With You
If anything, this campaign does beg the question - at what age does Star Wars cut off as a cultural phenomenon?
DMARGE Founder Unveils Creator-Led Social Media Agency Feedstar
New creator-led social media agency Feedstar to be aimed directly at Gen Zs. Well, they'd hardly want print, would they?
TV Ratings (02/05/2024): A total of 1,753,000 Aussies Witness Port Adelaide’s Defeat
Seven's AFL numbers almost double that of the NRL last night. The NRL still easily winning for ruptured ACLs.
Hotglue Cashes In With La Trobe Financial Digital Media Account
Hotglue staffers learning their cashflows from their collaterals today after nabbing La Trobe Financial's digital media.
M&C Saatchi’s Sydney Creative Lead Exits
B&T's stopping short of calling it a revolving door at M&C at the present, but there's definitely heat on the hinges.
Taylor Swift’s Music Re-Enters TikTok As Universal Pens Landmark Deal
Yes, B&T may have spent 152 hours failing to get Taylor Swift tickets, but, as you'll read here, it's all behind us now.
HAVAS Red launches inaugural Influencer White Paper
Havas Red has debuted its first influencer white paper. Unless you print it out in colour, of course.
Two Sides Global Campaign Reports Increasing Greenwashing As Organisations Focus On Sustainability
New report confirms greenwashing's on the rise. Apparently Mars' 'work, rest & play' claims also under investigation.
Aruga Launches New HQ & Changed Ownership Structure
PR agency Aruga proves Brisbane is 'so hot right now'. So hot in fact, Adelaide's had to go on anti-anxiety meds.
Delicious & American Express Partner To Launch Month Out 2024 In Sydney
Cost of living got you eating noodles prepared in the two-minute style? Why not live vicariously through this.
Aussie Ad Market Continues Decline In March
The belt-tightening in adland shows signs of a turnaround soon. Bar the belt-loosening at the all-you-can-eat buffet.
VMA Focuses On Skills And Training For Members
If there was a post-COVID hangover (bar the anti-vax ranters) it was the rise in skills shortages. Here's another one.
Nearly 90% Of Consumers Want Transparency About AI Images, Finds Getty Images Report
Study finds consumers want transparency around AI images. Couldn't care less about photoshopped magazine covers.
The National Breast Cancer Foundation Partners With VML To Boost Funds
Anyone else feel we've exhausted the office morning tea for cancer? B&T proposes the office moonshine still instead.