The study by IPG Mediabrands' Reprise described the video platforms' top-ranking as "a testament to the changes YouTube has made in response to advertiser brand safety concerns three years ago."By Robert Cameron - Aug 17, 2020
IPG Mediabrands has released its first Media Responsibility Audit as part of a larger effort aimed at enhancing brand safety and media responsibility in advertising.
The social media platform audit was based on the Media Responsibility Principles which are geared towards “protecting brands and the communities that a brand serves, weighing the impact of harmful content, and evaluating the policies of different platforms and their enforcement,” said IPG Mediabrands.
The Media Responsibility Audit, led by Reprise, included doing a comprehensive assessment of the primary social media platforms Facebook, LinkedIn, Pinterest, Reddit, Snapchat, TikTok, twitch, Twitter, and YouTube against the 10 principles to check current status and accountability against each principle. The audit was comprised of 250 questions in total and focused on establishing a benchmark on what a responsible platform looks like.
The audit revealed what average versus great looks like, as well as who is leading and setting the standards for the industry. Every media partner was benchmarked against the best-in-class result, and Mediabrands was able to create tables that rank media partners overall and how they perform against the industry average.
“What this audit shows is that there is work to be done across all platforms from a media responsibility perspective, and that the different platforms each need to earn their place on a brand’s marketing plan.”
A key finding, that YouTube tops the overall rankings and performs best against several principles, is a testament to the changes YouTube has made in response to advertiser brand safety concerns three years ago.
The audit will occur quarterly to enable platforms to demonstrate progress and help clients hold media partners accountable to commitments to improve.
“The Mediabrands’ Media Responsibility Audit comes on the heels of the challenge to the industry to ensure we are all taking part in safeguarding the media channels that are used in advertising, and furthermore, making sure they do not result in or contribute to harm,” said Joshua Lowcock, Chief Digital Officer, UM, and Global Brand Safety Officer, Mediabrands.
“What this audit shows is that there is work to be done across all platforms from a media responsibility perspective, and that the different platforms each need to earn their place on a brand’s marketing plan,” said Elijah Harris, Global Head of Social, Mediabrands’ agency Reprise.
“Our audit aims to deliver transparency to advertisers and consumers about the specifics of each platform with regard to our 10 principles. The audit is a tool to hold platforms accountable for improving their media responsibility policies and enforcement and to ensure we can track progress over time. We hope the audit resonates with our industry and we can all work towards creating a greater good together.”
“With this effort, we are seeking to raise the bar in the industry by holding platforms to a higher standard of responsibility: keeping brands, and the communities they serve, safe” said Daryl Lee, Global CEO, Mediabrands. “By taking this objective, data-driven approach, I am confident clients will see improved accountability for media responsibility and, moreover, improved business performance of social media advertising as a result.”
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