Most marketers concerned about brand safety

27 september 2017
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78% of marketers believe the reputation of their brands has been harmed by the “unintended” placement of digital ads next to inappropriate content, a study from the CMO Council has found.

The executive network surveyed 316 marketers, as well as gathering qualitative feedback from numerous senior brand custodians. (For more details, read WARC’s in-depth report: Programmatic, brand safety, and the need for new strategies.)

And it revealed that the “inadvertent association” or “negative adjacency” of ads to offensive, extreme or otherwise undesirable material – be it images, topics, audiences or conversations – remains of widespread concern.

Bron en volledig bericht: Warc

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