Reach, accessibility and scale of audience may have changed over the past decade, but brands are still concerned with how ads are placed. That's because placement is context, and context is everything.
It's the marketer's job to make sure that ads are achieving maximum ROI without compromising brand integrity. But in the digital age, this is easier said than done. In the new e-book, "Brand Protection: Smart Market Vol. 1," we lay out what it takes to protect your brand online, including guidelines for placing digital ads, a method for developing your custom brand protection strategy and more.
Define what brand safety means to your company with "Brand Protection: Smart Market, Vol. 1"
Brand protection has always been important—it's just much more so when the audience isn't limited to a TV show's viewers or a publication's readers. For example, if a soda company had a banner ad on an article about diabetes, there's a pretty good chance this would get noticed and shared—we've all seen how quickly a brand blunder can blow up on social media.
That kind of poor placement presents a serious threat to a brand's credibility not only on social media, but also from blogger callouts to so-called "shame lists" on popular news sites. Download the "Brand Protection" guide and figure out if your ad placement strategy is in line with your company's qualitative and quantitative goals.
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