Beyond acquisition and click-through performance metrics, brand safety is about aligning digital ad spend on platforms with shared values, experts say at an event on November 16 hosted by the media platform. social Twitter.
âAdvertisers realize that measuring return on investment [return on investment] isn’t good enough anymore, âsaid John Miskelly, chief investment officer for Asia-Pacific at GroupM, a New York-based media investment firm.
Considering brand security moves away from the genesis of digital advertising, which was âdollar in, dollar out,â Miskelly added. âIt was highly accountable – not necessarily responsible,â he said of those early days.
Customers now want to know that they are investing in digital advertising responsibly. âWe want to take into account other measures of qualityâ¦ from an environmental, corporate and social point of view,â he said.
Conscious consumption habits spill over to media investments, said Caitlin Rush, global head of brand safety at Twitter.
âIt’s not enough to create tools that allow advertisers to avoid harmful content,â she said. âFrom a platform perspective, customers want to make sure that we are doing everything we can to completely remove these elements from the platform. ”
Twitter’s holistic approach to brand safety focuses on policies, products and partnerships, Ms. Rush said. Recent developments include:
- Strategies – In December 2020, the platform expanded its hateful conduct policy to ban language that dehumanizes people on the basis of race, ethnicity or national origin. In March 2020, the rule was extended to ban language that dehumanizes on the basis of age, disability or illness. Twitter Transparency Report, said Ms Rush, is one way to be transparent about the application of these rules.
- Some products – In May 2021, prompts urging people to take a break and reconsider a potentially harmful or offensive response before it reaches the send has been rolled out on iOS and Android, starting with accounts that have English language settings. This, Ms Rush said, led 34% of her users to revise their initial response or decide not to send it at all.
- Partnerships – The platform has partnered with organizations such as the Global Alliance for Responsible Media (GARM) and the Interactive Advertising Bureau (iab.) To address the challenge of keep their space safe so that everyone can share their voice. Ms Rush added that Twitter is “very proud” to have received JICDAQ (Japan Joint Industry Committee for Digital Advertising Quality & Qualify) Brand Safety Certification This Month.
Brand safety is not new, as brands have always been aware of the context in which they appear, Ms. Rush noted.
âThese new platforms created new environments and came with new areas of risk,â she said. âWe make sure we are a good partner and listen to the brand’s feedback. “- Patricia B. Mirasol