What Brand Safety Means for Brands, Advertisers & Agencies

2018 continues to be the year of Brand Safety for Brands, Advertisers and Agencies as the industry status quo was disrupted in 2017.

Many advertisers pulled or suspended their ad campaigns from YouTube and Google’s display network because the company put brands at risk by serving up inappropriate ads that conflicted with the value of advertisers.

Google has taken steps to address the issue and updated the YouTube Partnership Program in efforts to reduce the chance of ads being served up against inappropriate content. This is a great first step but where does the industry go from here?

For the industry to be successful, it is important that Brands feel that their Brand Safety will be protected. Brands need to deliver a consistent message to customers and prospects. When advertisers are showing messages that conflict with Brand values; consumer trust erodes. This can destroy a Brand.

Ultimately, a Brand is responsible for its safety.

· According to independent sources 70% of programmatic money in the UK is being used for various agency commissions leaving media platforms with 30%

· Brands are not sure how their media money is being used

However, for the industry to function successfully, Brands, Advertisers and Agencies need to collaborate; taking ownership of their respective role in the ecosystem. This collaboration, can take the form of: allowing Third party monitors from data science firms to examine data i.e. audit ad inventory, conduct site analysis, pre-bid targeting, keyword exclusion against Brand Guidelines and Standards.

How will these changes affect the digital landscape?

As Brands, Advertisers, and agencies collaborate more closely, allowing third parties to audit their work; campaign development and execution will take longer. More content moderators will be need to implement these changes. Google has announced that it will hire 10,000 Content Moderators this year to honor its commitment to Brand Safety. The fee structure of Advertising will need to be changed. Either the cost of advertising will increase or margins of Advertisers and Agencies will need to be cut.

Agencies will need to support the industry to overcome the issue of Brand Safety by: offering the above services to clients, providing clients with points of contact with partners that support client work, holding discussions/events on Brand Safety and offering guides on the topic.

Brands and Agencies, how do you address the issue of Brand Safety? Comment and share.

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Budweiser Renames and Rebrands Beer to “America” for 2016 Election

 

Budweiser temporarily renames and rebrands beer to America until the 2016 election. The move is a strategic for Budweiser as the summer season is the peak time for beer sales.

Budweiser is also changing the following: the “King of Beers” has been changed to “E Pluribus Unum,”

“The World Renowned” changed to “Land of the Free,” and “Anheuser-Busch, Inc.” updated to read “Liberty & Justice For All.”

Even legalese like “Trademark” was changed to “Indivisible,” and “Registered” changed to “Since 1776” as well.

  

The tagline for the media campaign is America is in your hands which taps into the emotions of this heated 2016 election.

It will be interesting to see if the move will pay off for Budweiser.

What do you think of this rename, rebrand and packaging redesign?

Comment and share below.

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Budweiser Renames Its Beer “America”

4 Examples of How Social Media platforms can increase Revenue & Engagement

I have examined 4 ways how social networks can increase user revenue & engagement. The last is how a brand partnered with a Social Network to drive product sales.

Publishing/Marketing/Branding

1.Why all Social Networks should build a Publishing Platform

Social Networks are great places to discuss and share ideas. While many networks have developed various proprietary video apps, they do not have a place to write and publish original content. 

2.How LinkedIn can increase its user Revenue from Pulse

LinkedIn’s long form publishing is a great resource for users of the platform. Users can upload, pictures, videos and share links in their posts. Members can also add up to three tags for SEO purposes. The long form offers the blogging  functionality of other platforms such as Blogger, WordPress, tumblr & Medium.

However,

Mobile

3.How YouTube can increase User Engagement & AD Revenue

YouTube is a great platform. It has been very beneficial to me. I enjoy using the app on my mobile device as well. However, the app on mobile devices can be improved.

YouTube is a great video app, but

Digital Marketing/Social Media/Tech/Ecommerce

4. Domino’s uses @Twitter Smart Watches & Other Digital Technology to Drive Sales

About the Author

Dan is passionate about using Marketing to help businesses drive sales. He has worked on various marketing assignments that include a Start Up, Political Campaign & a Digital Marketing Conference.

Prior to Teaching, Dan served customers as an Outside Sales & Marketing Representative in the Dental industry. In this role, he taught and trained Dentists on the  company’s products and services using a consultative selling approach. He also supported the company’s marketing efforts at industry trade shows & in the field through lead generation of Digital Technology along with large Dental Equipment.

Dan is seeking a full time marketing role in New York City. He is interested in roles in Direct, Digital, Content & Social Media Marketing. If your company is hiring for roles in these areas, contact him directly via a free LinkedIn Message or email him at Dan@DanGalante.com to set up interviews.