The marketing world is in the midst of a brand safety epidemic, but despite the number of high-profile organizations affected by the latest outbreak, very few advertisers are taking satisfactory preventive measures.
Programmatic inadequacy, a toxic news cycle and risky imagery are all hazards that advertisers need to navigate today, according to new research from GumGum. “The New Brand Safety Crisis” found that 75 percent of brands had at least one brand-unsafe exposure in the past year. But while brand safety is not a new problem, 45 percent of marketers have been employing solutions for less than a year and 15 percent don’t use any solution at all.
This report identifies brand safety risks, along with actions advertisers can take for prevention and recovery from a crisis. For example, while 44 percent of brands and agencies grapple with brand-unsafe imagery, and 32 percent are affected by brand-unsafe video, only 15 percent use computer vision to scan visual content before placement. The report also identifies what advertisers believe is the most brand-safe platform (hint: it’s LinkedIn), along with those they think are the most risky.
“The New Brand Safety Crisis” helps marketers safeguard their brand’s reputation—and revenue. Read it before you need it.