With the rise of online advertising and social media, brands can reach consumers in unimaginable ways. However, with great opportunity comes great responsibility, especially when we are talking about brand suitability.

In this digital age where the internet is filled with tons of information, ensuring your brand is seen in a safe and appropriate context is paramount. Keep reading to understand the basics of brand safety and suitability and explore why brand suitability begins with brand safety and why it should be a top priority for every business.

What is Brand Safety?

Brand Safety refers to the practice of safeguarding a brand’s image by preventing it from appearing alongside content that could be damaging or inappropriate. This includes avoiding associations with topics such as hate speech, terrorism, illegal activities, piracy, obscenity, and content related to death or injury. For instance, a brand wouldn’t want its ads to be displayed next to breaking news about a conflict or crisis. Traditionally, brand safety has employed methods like keyword banning and URL blocklisting to avoid unwanted connections between the brand and harmful content.

What is Brand Suitability?

Brand Suitability, on the other hand, takes brand safety a step further. It goes beyond simply avoiding harmful content and focuses on understanding the deeper meaning and context of the content surrounding the brand’s advertisements.

For example, a publisher in the banking industry whose ad inventory is ideal for banks. If reports of financial wrongdoing emerge in the news, banks may want to avoid placing ads within those specific articles. However, completely blacklisting the entire website may harm the advertiser’s efforts. This is where brand suitability comes into play, allowing advertisers to filter out specific articles or content that may be considered “risky” while still benefiting from advertising on the rest of the site.

In short, brand safety is about avoiding content that is obviously harmful, while brand suitability involves a more nuanced approach, taking into account the context and meaning of content to ensure a brand’s advertising aligns with its values and objectives. Both practices are essential for maintaining a positive brand image in the ever-evolving digital advertising landscape.

How Brand Suitability Begins With Brand Safety?

Historically, brand safety has centred on the marketer’s need to prevent ads from appearing next to content deemed inappropriate for the target audience. These tactics now seem outdated and inflexible, lacking the level of control needed to build and maintain successful online businesses.

Currently, the major challenge for brand safety is the consideration of context and audience, both of which are essential for determining brand suitability which require more nuance.

Brand suitability is critical for the success of any advertising campaign since it focuses on the context of advertising and its influence on the brand. Furthermore, brand appropriateness may aid in determining which regions appeal to the intended demographic.

As a result, it might be viewed as the next evolutionary step in brand safety. While brand safety is mainly concerned with preventing or deleting the most harmful and destructive information, brand appropriateness is the act of minimising the possibility of a brand appearing in an improper setting so that companies’ reputations may be maintained. However, by tweaking the message, some firms are changing and employing historically dangerous pages for advertising.

Brand Suitability and Safety in a World of Constant Change

As consumers become more sophisticated, marketers and brands must adapt and adopt brand safety and suitability best practices.

In line with the media targeting strategy, brand safety should be flexible and evolve over time to assess emerging events and news cycles independently and determine which content is acceptable or inappropriate for a brand so that ads appear only on websites and apps that will benefit.

As a result, brand safety technologies that enable you to regulate and include or omit ad placements are critical for keeping a positive and suitable brand image.

Unfortunately, certain brand safety products are designed to be one-size-fits-all. It is tough to identify whether the ad is acceptable since not enough attention is paid to a brand’s distinctiveness or the context of words or visuals that appear in an ad.

Conclusion

By prioritizing brand safety and suitability, brands can protect their reputation, reach the right audience, and maximize the impact of their advertising efforts. In today’s competitive digital landscape, ensuring brand suitability is not just a choice; it’s a necessity for long-term success.

Advertising is a crucial element for any brand as it drives its revenue by pursuing customers from the beginning of the funnel, that is, brand awareness to conversion. Along with customer acquisition, it also generates strong brand awareness and builds a brand image.

The advertising landscape today is facing the issue of users’ online privacy which has become an alarming concern for brands. It is moving towards privacy-first advertising.

“66% of consumers have expressed discomfort with businesses and brands tracking their browsing history to deliver personalized ads.”

This statistic highlights a growing unease among internet users regarding the use of their data for targeted advertising purposes. As a result, businesses and advertisers are increasingly seeking alternative strategies that respect user privacy while still delivering relevant and engaging advertisements. In this context, finding a balance between personalized advertising and privacy has become crucial for brands to maintain consumer trust and loyalty.

Mirrors is a contextual advertising solution for the open web by Silverpush which is helping brands tap into the audience while abiding by the privacy guidelines set by General Data Protection Regulation (GDPR) and California Consumer Privacy Act (CCPA).

How can Mirrors be a Game Changer in a Privacy-First Environment?

More and more internet users worldwide are expressing increased concern about their online privacy, with 67% of the population is  stating that they are more concerned than ever. A study found that 81% of people prefer to see ads that are relevant to their browsing experience, and 65% of consumers have a more positive opinion of brands that offer contextually relevant ads.
And, with this, brands need to be more concerned about their advertising strategies to navigate this shift in consumer mindset.

To address these concerns and preferences, contextual advertising has emerged as an effective solution. The AI-powered technology analyzes the content of the webpage and deploys the most relevant ad based on contextual triggers. These triggers include identifying key contexts of the entire content. With this approach, advertisers ensure that the user is targeted with the most relevant ad.
Contextual ad targeting also benefits advertisers by providing a higher number of relevant ads to consumers. Since the ads are displayed based on the content of the page, they are more likely to align with users’ interests and increase engagement.

For example, if a user is looking for the latest laptop, the AI will target the user with the most relevant ad that will be related to the content of the webpage.

Another benefit is that, unlike other targeting methods, contextual advertising doesn’t rely on collecting or storing personal data about users, alleviating privacy concerns. This form of targeting offers a privacy-friendly approach that aligns with users’ increasing concerns about data usage. It delivers relevant ads based on webpage content, enhancing user experience and generating more positive perceptions of brands.

But why has contextual advertising been a widely accepted approach?

Contextual advertising has been a widely accepted approach because in the changing landscape of advertising it aligns the best with the requirements of users and advertisers.
Today, users expect privacy assurance more than a personalized ad experience. They want their identity and information to be safe as they browse the web.

Keeping the rising concerns in mind, major browsers like Firefox, Safari (Apple), and Opera banned third-party cookies from use and Google Chrome began working on the alternative.

Third-party cookies have historically played a significant role in behavioral targeting. Here’s an overview of their role:

1. Collecting User Data: Third-party cookies are small text files that are stored on a user’s browser by a website other than the one they are currently visiting. These cookies allow third-party advertising networks or tracking companies to collect data about a user’s browsing behavior, such as the websites they visit, the pages they view, and the products they are interested in. This data is crucial for behavioral targeting.

2. Profiling and Segmentation: With the help of third-party cookies, advertisers were able to create user profiles and segment audiences based on their browsing habits and interests. By tracking users across multiple websites, third-party cookies gathered a wealth of information that helped advertisers understand individual preferences and tailor their advertising messages accordingly.

3. Personalized Advertisements: Advertisers use the information provided by the third party to serve relevant ads based on a user’s browsing history and interests.

4. Retargeting: Third-party cookies enable retargeting, where ads are shown to users who have previously interacted with a brand or visited a specific website, thereby increasing the chances of conversion.

5. Measurement and Analytics: Advertisers could monitor click-through rates, conversions, and other key performance indicators by leveraging the data stored in these cookies. This information helps advertisers optimize their campaigns, refine their targeting strategies, and make data-driven decisions.

These factors increased concerns about privacy among users which lead to drastic changes in the advertising. Hence, contextual targeting has become a useful alternative to survive in this dynamic advertising landscape.

Conclusion

The advertising landscape will continue to evolve, advertisers must find a solution that caters to the privacy concerns of the user without diverting from personalized messaging. Advertisers are rapidly inclining towards the contextual targeting approach. This is because it is the only and best available option to gain a competitive edge. This approach not only ensures safety but also drives better results and Return on Ad Spend (ROAS).

The FMCG industry is a vital component of the global economy, contributing significantly to a country’s Gross Domestic Product (GDP) and job creation. As a major driver of consumer spending, FMCG plays an essential role in various aspects of the economy.

The FMCG market size was evaluated to be 716.3 Billion in 2022 and the CAGR growth rate is expected to be 4.41% from 2023 to 2028.

The market size of the FMCG industry has significantly grown in the U.S., China, and other developed markets. Keeping the growth in mind, the experts are predicting 70% growth on a global scale. The World Bank predicts that in terms of consumer market the FMCG market in India will take the third place surpassing Japan and Germany by 2030.

The consumer industry is a highly competitive landscape, with brands vying for market share based on product type, production techniques, and distribution channels. However, in this fiercely contested arena, advertising is the key to success for them. But the advertisers are facing a set of challenges in the advertising landscape.

What are the Advertising Challenges Faced by the FMCG Industry?

According to a study, till 2023, FMCG firms were expected to raise their digital advertising spending by 7% yearly. FMCG expenditure decreased by 10.7% to $ 26.7 billion in 2020, a more significant decrease than the whole advertising industry.

But utilizing the ad spend is a bigger and more important factor. Since the FMCG industry is flooded with brands and products, getting brand visibility and brand recognition are the two main purposes of advertising for them. To achieve both goals choosing an appropriate advertising approach is crucial. But due to a shift in consumer behavior creating a positive and solid brand image has become difficult.

The consumer has become more empowered and they want to control everything they see, especially in the virtual space. They want to see the ads of their interest but without getting digitally stalked. 72% of people believe that virtually all of what they do online is being monitored by advertising, technology corporations, or other businesses, and 81% believe that the threats can surpass the possible rewards of data collecting.

Not only the audience but the traditional advertising ways have often led brands to face consequences of negative branding due to wrong ad placement. This not only damaged their reputation but also resulted in ad wastage.

The Rise of Contextual Advertising

Have you ever noticed that whenever you walk into a supermarket to get one item from the shelf you end up filling the cart? This is because at that moment you were interested in the items, they were relevant and you were triggered to buy them.

Contextual advertising is similar!

Through contextual targeting, advertisers reach the target audience at the right moment which triggers them to engage with the brand. According to a study, 79% of respondents agreed that they were comfortable with the ads that are relevant to them. Also, 65% said they would be more tempted to buy from relevant ads.

How can the FMCG Industry Benefit from Contextual Ads?

One approach to take advantage of the opportunity is through omnichannel contextual advertising. Silverpush’s remarkable AI-powered solution, Mirrors, ensures brand safety and suitability across various advertising channels. The high-powered AI technology ensures the message reaches the right audience.

1. YouTube

For the FMCG industry, video advertising is the most suitable ad format. YouTube offers various ad formats and advertisers can choose the most suitable format for them. According to a study, 88% of video marketers were satisfied with the ROI of their video marketing on social media.

In the past, an FMCG brand chose 1 video creative to connect and interact with the target audience. The campaign has delivered more than 9 million impressions in 28 days.

Post-campaign analysis the brand concluded that they had reached more than 5 million unique users. The campaign performed beyond the industry benchmarks as it surpassed the planned KPIs (VTR).

2. Open Web

Relevant advertising can be shown depending on the webpage content that the target audience has viewed. The mirror captures the audience’s attention, without invading the user’s privacy. This gives users a sense of safety and the advanced AI-powered technology ensures that the ad is placed in a brand-safe environment.

3. Meta

To extract contextual signals that enable the distribution of real-time, in-the-moment advertising for outstanding results, Mirrors carefully selects and examines brand-safe Facebook pages. Models for Artificial Intelligence (AI), Machine Learning (ML), and Natural Language Processing (NLP) are used to do this.

4. CTV

On most streaming TV services, CTV represents over 80% of all viewing. The remaining 20% is accounted for the other devices connected to the internet (laptops, smartphones, and tablets).
As per studies, ad spending on linear and connected TV (CTV) combined will increase from $87.24 billion to more than $100 billion in 2026. This will be due to the surge in CTV viewing.

When marketers purchase advertising space on CTV, their commercials are played to viewers when they stream movies, TV series, and other content to their linked television. To ensure brand safety, ads are delivered in the proper context with the help of semantic analysis, content analysis, and customized ad segments.

Takeaways

The advertising arena is changing rapidly and for the FMCG industry, it is their primary source of establishing brand recall. Contextual advertising can be a game-changer for them as it will help them in capitalizing on the interest of the user. It will help drive engagement without intervening with the privacy of the user. Also, omnichannel advertising can play a significant role in strengthening brand recognition.

Video games have always engaged a large audience, especially GenZ, and millennials. This gives advertisers and brands an opportunity to innovatively establish a solid brand recall.

As gaming devices continue to gain popularity and offer more opportunities for brands to reach their audience, the global gaming market is predicted to grow at a CAGR of 9.9% from 229.39 billion in 2022 to 252.10 billion in 2023. Additionally, it’s projected to reach 401.32 billion by 2027 at a CAGR of 12.3%. 

The gaming industry is in an evolving phase and advertisers must explore this in-video game advertising. The primary reasons are: 

• The gaming industry has a huge audience base who play games on different devices. This means brands have more than one opportunity to reach their targeted audience. 

• With a large audience reach, the gaming industry has a loyal fan base. According to a study, in-gaming advertisements had influenced 44% of gamers to engage with brands. 

However, this pool of advertising opportunities will require brands to focus more on brand safety. 

What are the Key Components of Brand Safety for In-Video Gaming Advertising?

Measures taken to protect the brand image are known as brand safety. This is done to protect brands from irreparable damage as we had a few examples in the past of how the brand’s reputation was damaged beyond repair due to ad placement next to inappropriate content. 

Interactive Advertising Bureau (IAB) has shared an impactful framework for advertisers which can help them in ensuring brand safety.

1. Contextual Targeting:

The process to phase out third-party cookies was started years ago. This was done to abide by the privacy of the user. Amidst the evolving landscape of advertising, advertisers began to rely on contextual targeting which resulted in higher brand engagement. In-video gaming advertising, advertisers must rely on contextual advertising to be profitable as the AI-powered technology ensures that the ads appear to the relevant content. A customized blocklist is prepared but unlike keyword-based targeting, the AI understands the context of the keywords used like a human mind. This increases the advertising opportunity, brand safety, and audience engagement with the brand.

2. Partner Selection:

Brands look for partners who would help them in setting up the ads in the video games. But before finalizing the partners, brands must evaluate them based on their game quality, advertising ecosystem, and compliance with General Data Protection Regulation(GDPR) and Children’s Online Privacy Protection Act (COPPA) regulations. It’s also essential to review the game’s content for any violent or inappropriate content that doesn’t align with the brand’s values. Advertisers should request a comprehensive explanation of the partner’s brand safety policies and a block list of prohibited advertisers or services. 

To enhance your brand safety, you perform the following steps to ensure multi-level verification. Use a combination of the following verification tools: 

• Viewability – This will help you get the percentage of ads seen by your audience. This tool ensures that your ad is seen by the target audience. 

• Fraud detection-This tool will help you in identifying and preventing fraud. It will detect invalid traffic, bots, and any fraudulent activity which has the ability to impact your campaigns. 

• Brand Safety Protection- This tool will add an additional layer of protection for contextual targeting. The tool will ensure that your ads aren’t displayed against inappropriate content. 

• Audience Verification- This tool will give you insights into the audience who have seen your ad.

 3. Ad Placement and Monitoring:

A key component of brand safety in video game advertising is ad placement. To prevent any unfavorable connotations with the brand, advertisers should make sure that their adverts are positioned in the proper areas inside the gaming environment. 

For instance, advertisements for gambling or alcohol shouldn’t be included in kid-targeted games since they might expose kids to unsuitable content and harm the reputation of the company. 

In a similar vein, advertisements for graphic or explicit content need to be kept out of games targeted only at adults. To make sure that their advertising is neither obtrusive nor disruptive, advertisers should also take the context of the gaming environment and the entire user experience into account.

Apart from the placement advertisers should keep a close eye on their campaigns to ensure they are not running in inappropriate places. Utilizing technology solutions and collaborating with partners to resolve any problems that may occur be part of this. For instance, advertisers may check ad placement and look for any possible brand safety issues using third-party technologies. They may also closely collaborate with their partners to resolve any problems and make any necessary modifications. In order to track success and pinpoint any areas for improvement, advertisers should also set up clear reporting tools. Advertisers that regularly report on their campaigns can better spot potential problems and take proactive steps to solve them before they become a problem.

Conclusion

The gaming industry is on the rise and in the coming years gamers will be a prominent and much larger community. Advertisers must explore this evolving landscape of advertising while they focus on brand safety.