A year ago, as fake news, divisive politics and hate speech created a brand-safety hysteria, Twitter was the last place advertisers felt their message could be delivered cleanly. But today, a stunning 45 percent of advertisers call it the most brand-safe platform, according to GumGum’s just-released follow-up study on the brand safety crisis.
This progress is a symptom of a larger trend: Social platforms have spent much of the past year booting controversial accounts and scrubbing brand-unsafe content. The research identifies several other treatments to the brand safety problem, including the emergence of technologies such as image recognition and natural language context detection.
Check out the complete ebook “The Brand Safety Crisis One Year Later: Time for a Check Up.”
The follow-up report points to several critical trends:
• This year 60 percent of advertisers said brand safety is a serious problem for their marketing efforts, compared to 90 percent a year ago.
• Industry pros said the most brand-unsafe content their messages are exposed to is a competitor’s branding (63 percent). Last year, it was bad news (42 percent).
• But challenges remain—62 percent say tools that they use for brand safety (like blacklists and whitelists ) has negatively impacted their ability to reach their desired audiences.
So what measures are marketers taking to stay protected from unsafe content? Download the ebook and find out.
