Marketers And Media Agencies Ain’t Got Time To Worry About Brand Safety

Marketers And Media Agencies Ain’t Got Time To Worry About Brand Safety
SHARE
THIS



While there’s much to be mindful of in the digital ad landscape, turns out keeping the brand safe online falls behind viewability, ad fraud and ad-blocking on the priority list.

At least, that’s according to a brand new study from the Audited Media Association of Australia (AMAA), 10 Insights on Trust in the Media Industry.

When asking both marketers and media agencies what they deemed most important for focusing on in the coming year, brand safety was at the bottom rung of the ladder. Its position was due to many marketers already addressing the issues and putting practices in place to keep their ads off raunchy sites with explicit material.

Still, that’s not to say it’s a done and dusted solved problem. A recent study from ad consultancy company Integral Ad Science says there’s more chance in Australia of a brand’s ad pinging onto a risqué site than elsewhere in the world.

It’s not the most flattering statistic, however it is slowing receding according to the report.

Still, while brand safety was agreed by marketers and agencies to be of low priority, marketers believed proof of performance metrics was most important to look at. In contrast, media agencies thought cross-media metrics and ad viewability were most critical.

amaa1

Marketers placing a high emphasis on proof of performance had the AMAA suggesting media agencies that help marketers understand these figures “are providing a valuable service”.

“We’re already seeing this happen as the larger media agencies expand their data scientist teams specialising in econometric and marketing attribution modelling,” the report said.

“Expect to see this service become more widespread throughout agencies.”

On top of that, digital is the media channel that needs more management and oversight when it comes to best practice. Given that media agencies don’t really trust programmatic or mobile, 72 per cent of media agencies and marketers agree the digital trading landscape is not as transparent, accountable and trustworthy as it should be.

On the flip side though, marketers and agencies seem to be pretty trusting of the traditional media when it comes to best practice.

amaa2

Please login with linkedin to comment

10 Insights on Trust in the Media Industry Advertising Standards Bureau Digital Agency Is He Asahi Rhonda and Ketut. AAMI

Latest News

Big W Partners With Pinterest To Launch Spring Collections Campaign
  • Advertising

Big W Partners With Pinterest To Launch Spring Collections Campaign

BIG W has partnered with Pinterest to launch its new spring collections campaign that was entirely shaped from key insights of what Pinterest users in Australia have been searching for on the platform ahead of the season. Their campaign will mark the first time BIG W is using Pinterest’s trend insights to provide people with […]

Snapchat New Lens Studio In Time For The iPhone 12
  • Technology

Snapchat New Lens Studio In Time For The iPhone 12

Snap is launching Lens Studio 3.2, which lets augmented reality creators and developers build LiDAR-powered Lenses for the new iPhone 12 Pro, allowing Lens Creators to build Lenses that leverage LiDAR technology, mapping AR experiences closely to the real world. The state-of-the-art LiDAR Scanner on iPhone 12 Pro and iPhone 12 Pro Max enables immersive […]

“Hugging”, “Sunlight” & “Self-Love” Could Work As COVID-19 Vaccine, According To Celebrity Chef Pete Evans
  • Media

“Hugging”, “Sunlight” & “Self-Love” Could Work As COVID-19 Vaccine, According To Celebrity Chef Pete Evans

Celebrity chef Pete Evans is once again dishing out the goods by suggesting “sunlight”, “self-love” and “hugging” could work as COVID-19 vaccines. Evans made the comments in a Facebook Live with Sunshine Coast anti-vaxxer political candidate Allona Lahn. Lahn is a candidate in the Queensland state election for the Informed Medical Options Party, who believes […]

by B&T Magazine

B&T Magazine
“We Stuffed Up!” Daily Tele Apologises For Publishing Dally M Winner Three Hours Early
  • Media

“We Stuffed Up!” Daily Tele Apologises For Publishing Dally M Winner Three Hours Early

The NRL’s night of nights, the Dally M Awards to recognise the season’s best players, turned farcical overnight after News Corp’s The Daily Telegraph accidentally published the winner three hours before the announcement. Just as players were gathering for the Awards, The Tele published an online story from its chief league scribe Phil “Buzz” Rothfield […]

by B&T Magazine

B&T Magazine
Land Rover Announced As Major Sponsor Of Seven’s SAS Australia
  • Advertising

Land Rover Announced As Major Sponsor Of Seven’s SAS Australia

Land Rover Australia today announced its all-new, iconic Defender is set to take centre stage in Seven’s highly anticipated new reality series SAS Australia, as the major automotive and key sponsor. The sponsorship announcement follows the launch of the Land Rover Defender, with the brand integration designed to showcase the vehicle’s unrivalled durability, design and […]

Nocturnal Passions Fuel Edgy New Spot For Hyundai Via AnalogFolk Sydney
  • Campaigns

Nocturnal Passions Fuel Edgy New Spot For Hyundai Via AnalogFolk Sydney

Global digital creative agency AnalogFolk Sydney has created a moody new campaign to launch Hyundai’s new N-Line sports package for the i30Sedan, launching across YouTube, Instagram, Facebook, Twitter and cinemas. The 90-second launch film ‘After Dark’ takes a non-traditional approach to a traditional car category with dream-like sequences and a quirky, original soundtrack featuring deconstructed […]

GroupM Australia Chief Investment Officer Nicola Lewis Promoted To Global Finecast Role
  • Advertising

GroupM Australia Chief Investment Officer Nicola Lewis Promoted To Global Finecast Role

GroupM Australia Chief Investment Officer Nicola Lewis has been promoted to Global Chief Growth Officer of Finecast, GroupM’s fast-growing Addressable TV business. In her new role, Lewis will work alongside Global CEO Jakob Nielsen and the global leadership team to supercharge the Finecast global footprint, with expansion into 20 countries over the next 24 months. […]

OMD Wins UnLtd Cup In 9th Annual Futsal Tournament
  • Media

OMD Wins UnLtd Cup In 9th Annual Futsal Tournament

The 9th annual UnLtd Cup saw 24 teams across the industry kick goals for good with OMD taking home the coveted trophy. The annual futsal tournament organised by UnLtd, our industry’s social purpose organisation, raised over $55,000 for children at risk. The extremely competitive and high energy event was held over two days on 15 […]

H&M Launches Shop Online In Australia From Today
  • Marketing

H&M Launches Shop Online In Australia From Today

Global fashion retailer, H&M has announced the launch of its highly anticipated online store in Australia at hm.com. From today, Australian customers will have access to quality clothing at the best price, made in a sustainable way with the simple click of a button. H&M is committed to offering customers more sustainable fashion with all […]

Gillette Presents “Look Like The Man You Really Are” By Marcel
  • Campaigns

Gillette Presents “Look Like The Man You Really Are” By Marcel

Gillette France has released a new campaign created in collaboration with rookies from the Kourtrajmé film school and creative agency Marcel. With the campaign “Look Like The Man You Really Are”, produced in collaboration and directed by students of Kourtrajmé’s film school, Gillette takes a fresh look at French men, both in their “shaving” moments […]

Cannes Lions Announces New Home Of Creativity: LIONS
  • Advertising

Cannes Lions Announces New Home Of Creativity: LIONS

Cannes Lions has announced the creation of its new masterband, LIONS. Building on 67 years of championing creative excellence, LIONS aims to drive progress through creativity and support the global community on their creative journeys, day in, day out. Speaking at the October edition of LIONS Live, which is taking place this week, Simon Cook, Managing […]

Val Morgan Digital Expands Team With Four New Hires
  • Media

Val Morgan Digital Expands Team With Four New Hires

Val Morgan Digital (VMD) has hired four new team members with Alyce Thomas and Claudia Pearce joining as Agency Partnership Managers, Nicola Laing as Strategy & Content Manager and Jack Revell taking on the role of Branded Content & Weekend Editor of TheLatch—. The expansion follows consistent month on month growth at TheLatch—, which reaches 400,000 […]

KITKAT Unveils 85th Global Birthday Campaign Via Wunderman Thompson
  • Campaigns

KITKAT Unveils 85th Global Birthday Campaign Via Wunderman Thompson

KITKAT is launching a global campaign, inviting everyone to join in the celebration of the 85th anniversary of the brand. Created by Wunderman Thompson, it raises awareness of a social media competition to help people mark the occasion of KITKAT turning 85 in 2020. The campaign highlights that, at this unique moment, KITKAT will make […]

Splendid Promotes Mel Johnstone To Partner And Expands To The UK
  • Advertising

Splendid Promotes Mel Johnstone To Partner And Expands To The UK

Following a period of sustained growth and client wins, B2B technology marketing consultancy, Splendid Suggestions, has laid some solid foundations to support the business through the next phase of growth.  Off the back of a number of organic referrals from Australian–based clients sharing success with global counterparts, Splendid has recently appointed London-based Jess Littlewood (right, pictured), to lead the UK business and grow the new regional team.   Of the appointment, Tim Sands, Co-Founder and Managing Director of Splendid says “Jess […]

TikTok Appoints VMG Digital As Global Creative Marketing Partner
  • Media

TikTok Appoints VMG Digital As Global Creative Marketing Partner

VMG Digital, which creates bespoke, mobile-first video creative, optimised for social media platforms, today announces it has been appointed as a global Creative Marketing Partner for the TikTok Marketing Partner Program. Since launch in August 2020, the TikTok Marketing Partner Program gives brand marketers access to tools to create, measure and optimise ad campaigns on […]

Mediasmiths Appoints Natalie Murray As New Senior Account Planner/Buyer
  • Advertising

Mediasmiths Appoints Natalie Murray As New Senior Account Planner/Buyer

Independent media agency MediaSmiths today announced the appointment of senior media executive and former insights lead for independent agencies and direct clients at Nova Entertainment, Natalie Murray, as a new Senior Account Planner/Buyer. Murray will be responsible for end-to-end management, planning and buying for several of the agency’s key clients, ensuring outcomes are delivered. She […]

Simply flat lay design winner or champion gold trophy cup isolated on pink pastel colorful background. Victory first place of competition. Winning or success concept. Top view copy space
  • Media

Playground xyz And Are Media Win Inaugural IAB MeasureUp Awards

IAB Australia today announced Playground xyz and Are Media (formerly Bauer Media) as the winners of its inaugural IAB Australia MeasureUp Awards. Selected by the members of the MFA Interactive Committee, the winners will present their research during the 4th Annual MeasureUp conference which begins today. Playground xyz was awarded Best Advertising Effectiveness for its […]

Stockland Partners With Jules Sebastian For Virtual Recipe Series
  • Marketing

Stockland Partners With Jules Sebastian For Virtual Recipe Series

Stockland has partnered with Sydney-based presenter, stylist and author Jules Sebastian on a six-part Instagram TV recipe series – with episodes released monthly – in an effort to inspire customers to create healthy, easy-to-make meals from their kitchens at home. The series kicked off this month with an online demonstration from Jules on making the […]

Cbus Super Unveils New Work Via The Shannon Company
  • Campaigns

Cbus Super Unveils New Work Via The Shannon Company

Industry superannuation fund, Cbus Super, has ramped up its focus on the retirement market with a new national campaign developed by The Shannon Company (TSC). The spot follows a worker’s morning routine as he transitions from employment to retirement, warmly demonstrating how some things in life don’t have to change. With COVID restrictions ruling out […]

Asian Youth Culture Agency PUSH Opens Sydney Office
  • Advertising

Asian Youth Culture Agency PUSH Opens Sydney Office

The Shanghai-born and Australian-owned creative agency, PUSH announces today the launch of their fourth creative studio in Sydney, Australia. PUSH are the leaders of culture-shaping content with a focus on Asian youth culture, skateboarding, music, fashion and gaming.