Advertisers take note, according to new research, focusing solely on content adjacency – the placement of an ad alongside specific content – is only a starting point for determining a safety and suitability strategy.
This is according to the “Factors That Influence Brand Safety and Suitability” report released by DoubleVerify in collaboration with Publicis Media and brands including Kraft Heinz, Reckitt, and Comcast.
The research, which is based on responses to ad and content stimuli from over 19,000 participants across 17 countries, also found that in addition to context, advertisers must additionally take into account the message conveyed by the ad, the audience’s perception of the ad, and the brand’s own sensitivities, to craft effective and impactful campaigns.
“By embracing a more holistic approach to brand safety and suitability, brands can not only maintain their reputation and integrity but also ensure that their advertising efforts resonate with the target audience and deliver the desired results,” said Mark Zagorski, CEO, DoubleVerify.
“There are different risk tolerances across demos, genders, brands, and countries, and we must evolve our brand safety and suitability practices to adapt to the critical nuances.”
Yale Cohen, EVP, Global Digital Standards, Publicis Media added: “DV’s research challenged industry norms, viewing this topic from a consumer lens and illustrating that “one size does not fit all” when it comes to brand suitability.
The report addresses key industry questions, such as which factors most influence consumer perception of brand safety and suitability, and what other considerations – like geography or demographics – advertisers must take into account.
Brand Message/Content Alignment Changes Consumer Perception
According to the report, certain brand messages are considered more appropriate for specific content categories. For instance, when a healthcare ad was displayed alongside low-risk Adult and Sexual content, a plurality of 44% of respondents deemed it suitable.
In contrast, when an alcohol ad appeared in the same context, 48% rated it as unsuitable.
“The research provided us with relevant findings of which categories rank at the bottom versus top of suitability,” said said Craig Fryer, Global Media Director, Reckitt.
“It also reinforces our approach to brand safety and suitability, as well as how we understand local differences across countries.”
Regional and Country Variances are Worth Noting
The report additionally found that geography plays a significant role in the perception of suitability. It offers, for example, medium-risk Alcohol content was rated as the most suitable category in France and Indonesia, while the same stimulus was rated the most unsuitable category in India and Vietnam.
“Brand safety and responsible marketing are important focus areas for Kraft Heinz, and this research shows that there is no one-size-fits-all solution in developing responsible campaigns,” said said Nick Jazerian, VP of Media, North America, at Kraft Heinz.
“There are different risk tolerances across demos, genders, brands, and countries, and we must evolve our brand safety and suitability practices to adapt to the critical nuances.”
Demographics Influence Consumer Sensitivity
The report said that older respondents, those in rural areas, and women were more sensitive in general.
- Consumers 65+ were on average, 17% more likely to rate content as “unsuitable” when compared to the youngest demographic.
- Younger respondents expressed a more favorable response to all tested stimuli. They were notably more receptive to medium-risk Adult and Sexual content (24% more suitable) and Celebrity Gossip (29% more suitable) compared to the older demographic.
- Globally, men found ads alongside all content types more suitable. On average, they rated content 8% more suitable and 4% less unsuitable compared to women.
“This research demonstrated to us how dynamic our brand suitability settings need to be, and the myriad factors that influence how consumers view our brands, all of which evolve over time. As a result of this research, together with Publicis (Spark Foundry) and DoubleVerify, we are adjusting our suitability profiles, and plan to revisit them on a regular basis,” said Todd Rosen, Executive Director Programmatic Strategy, Comcast.
See the full study here.
Image by Porapak Apichodilok
