By Issam Kink, associate director – digital planning at OMD
Online ad safety has been a heated topic over the past couple of years with an emphasis on Video content. Setting a goal for video safety is a challenge for marketers who want to strike a balance between editorially controlled and user-generated content, especially with the latter growing faster on the Internet.
What are the main considerations for brands and advertisers when picking a safety level for their video ad campaigns?
To summarize, advertisers should pick a video environment that can strike a balance between their brand image, the media objective they are addressing, and the price they are willing to pay.
The idea is not to be solely fixated on achieving full video safety, but rather to be open to the different stages based on the level of safety that is appropriate for the brand and campaign at hand, as well as the brand’s communication objectives.
|Safety Level||As a brand…||Methods & Implementations||Employed for…||Safety Vs Efficiency|
|Big Risk||…willing to take risk to ensure addressing the user the most efficient way when at the purchase phase||– Employing full available targeting parameters of demographics & psychographics||Acquisition||Highest Efficiency & Lowest Safety|
|Risk||…willing to take some risk by having basic brand safety and yet still address users with purchase intent||Added to above:
– Negative keyword blocking across Social & Programmatic platforms
|Consideration||Efficiency > Safety|
|Safe||…not willing to take significant risks however open to some basic levels of Programmatic media efficiency||Added to above:
– Programmatic Private Market Places video buys
– Removal of content categories
|Awareness||Efficiency < Safety|
|Most Safe||…not willing to risk a single video view appearing next to any unsavory content no matter the cost implications||– Mostly Video on Demand direct buys
– Few programmatic buys
– Few UGC activities
|Awareness||Lowest Efficiency & Highest Safety|
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