A new study by advertising tech firm Sizmek has found that 38 per cent of marketers admit to having placed ads on harmful or unsafe websites.
The study surveyed over 500 decision-making CMOs in the US and Europe.
According to the findings, some 64 per cent of respondents admitted it was a challenge to implement effective brand safety solutions while an equal number agreed that brand safety came at the overall effectiveness of a campaign.
A further 57 per cent complained that online brand safety had become too expensive and 61 per cent said they had a third-party brand safety solution or partner in place for their digital campaign.
Sixty three per cent agreed that Facebook and Google didn’t offer enough transparency to brands and 76 per cent said they were prioritising getting more transparency for their campaigns.
Commenting on the findings Sizmek’s VP of product management and real-time decisions, Hardeep Bindra, said: “The digital media ecosystem is complex and fragmented, so it is no surprise that marketers are prioritising efficiency and transparency from their partners.
“These survey results confirm what we’ve been hearing from our clients about simplifying the supply chain and the challenges they face with brand safety and a complicated vendor landscape,” Bindra said.
Beauty YouTuber James Charles has had his YouTube account demonetised after allegations surfaced that he sexted minors. Charles has more than 25.5 million subscribers on YouTube, where he gained popularity for his makeup videos. He is worth an estimated US$22 million. Since February, a number of boys under the age of 18 have accused Charles […]
In his latest guest post, B&T regular Robert Strohfeldt skewers marketers’ latest buzzword – purpose… I used to flick through the various newspapers cartoons each day – reckon it would be tough trying to create a cartoon each day, based on a major news story, that is both funny and insightful. Since the PC mob […]
MILO Cereal has launched its first major marketing campaign for its newly launched Protein cereal, via independent creative communications agency Connecting Plots. Building on MILO’s brand message of fuelling active kids, the new campaign platform, ‘Beast Mode – Activated’, evolves the master brand’s focus on team sports. This aims to celebrate how MILO Protein helps […]
Flight Centre has unveiled a new look and a global brand campaign that poses a tongue-in-cheek challenge to Aussie travellers. The launch also marks the brand’s first global campaign across Australia, New Zealand, the UK, Canada and South Africa, highlighting Flight Centre’s collective travel expertise. Created by Flight Centre Australia’s in-house creative team, ‘There’s Nowhere […]
It's even more photos from Thursday's 30 Under 30! Re-live all the action, the bad dancing and the stodgy paella here.