GumGum Report: Digital Marketers Are More Sophisticated about Brand Safety, but See Campaign Reach Limited

▤ Summary

“From what we heard at the seminars we organized, it’s clear that marketers have turned those lessons into action.” The industry leaders cited in the report say they are successfully applying brand safety tools in tandem with human oversight to reliably screen content. “The safety conversation has matured quickly and we heard marketers drilling down on subtler problems associated with online content--especially now that so much is user generated,” Schraeder said. “When we talk about where people’s eyeballs are, they’re definitely on news sites.” Strategies and tools like whitelists, direct deals with publishers, and keyword blocking can ensure contextual suitability, but they also bar access to large audiences visiting sites run by niche content creators. The report concludes that marketers are trying to find a balance between safety and reach by applying thoughtful combinations of creativity, public relations strategy, savvy media buying and technology. That conclusion is drawn from quoted statements by executives at a number of prominent agencies and brands including Mindshare, iCrossing, UM, The Richards Group and Edelman.

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