With the presence of many digital media platforms and channels available to the modern digital marketer, the question of media quality is a top priority. The global aspect of digital marketing has made it necessary for marketers to ensure that the messaging around their brands is safeguarded at all times. Indeed, no brand wants to be associated with suspicious websites, apps or negative publicity.
This desire is felt by consumers, too, who in research by DoubleVerify and Harris Poll feel that brands have a responsibility for ensuring their content is accurate, trustworthy and runs alongside safe content. This comes as no surprise, given that brand safety is one of the key issues affecting digital media quality, in addition to viewability and fraud concerns. For the digital marketer looking to make an impact, the stakes are high.
Knowing how to navigate potential media quality issues requires knowledge of the digital advertising business. James Hopkins is the founder of the Lifestyle Marketeer programme, which teaches expatriates and travelling entrepreneurs how to start and grow their own digital advertising business.
A Better Experience
For the most part, brands looking to reach global audiences have relied on advertising to do so. Using the web as a marketing platform is based on a fair value exchange, where brands place promotional material into the content that consumers view at no cost. However, this model has faced its challenges, mainly from advancing website cookie policies and ad-blocking software. Advertisers and publishers bear some of the fault for the emergence of the latter two aspects, especially since the internet has witnessed a rise in intrusive ads that consumers find irritable.
On top of this, consumers are more sensitive to inflammatory, negative or outright malicious content, and will avoid brands that associate with it. Indeed, for a brand, a negative incident can lead to a global response, necessitating the importance of careful brand reputation management.
One positive trend is the welcome gesture by social media platforms to agree to third-party auditing of inventory quality, which can offer advertisers and marketers a clearer view of the media supply chain, not to mention a level playing field when measuring ad buys. While there are still some way to go for these platforms, being open to independent audits is a step in the right direction.
Increased restrictions on the data that advertisers can collect and use for their purposes is a factor in the safety discussion. For marketers, the alternative could be contextual targeting, which relies more on content than impression metrics.