{"id":754146,"date":"2023-05-03T07:19:43","date_gmt":"2023-05-03T11:19:43","guid":{"rendered":"https:\/\/www.marketnewsdesk.com\/index.php\/doubleverify-unveils-first-of-its-kind-research-detailing-factors-influencing-brand-safety-and-suitability\/"},"modified":"2023-05-03T07:19:43","modified_gmt":"2023-05-03T11:19:43","slug":"doubleverify-unveils-first-of-its-kind-research-detailing-factors-influencing-brand-safety-and-suitability","status":"publish","type":"post","link":"https:\/\/www.marketnewsdesk.com\/index.php\/doubleverify-unveils-first-of-its-kind-research-detailing-factors-influencing-brand-safety-and-suitability\/","title":{"rendered":"DoubleVerify Unveils First-of-its-kind Research Detailing Factors Influencing Brand Safety and Suitability"},"content":{"rendered":"

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DoubleVerify Unveils First-of-its-kind Research Detailing Factors Influencing Brand Safety and Suitability<\/b><\/p>\n

DV\u2019s new report guides advertisers in navigating brand safety and suitability considerations, helping them safeguard their brand and optimize campaign performance<\/i><\/p>\n

NEW YORK–(BUSINESS WIRE<\/a>)–DoubleVerify<\/a> (\u201cDV\u201d) (NYSE: DV), a leading software platform for digital media measurement, data and analytics, today released findings from its global \u201cFactors That Influence Brand Safety and Suitability<\/b><\/a>\u201d report. The groundbreaking study, conducted in collaboration with Publicis Media and leading brands such as Kraft Heinz, Reckitt and Comcast, is based on responses to ad and content stimuli from over 19,000 participants across 17 countries. The results help advertisers around the world better understand the factors they should consider as they seek a more holistic and nuanced approach to brand safety and suitability.<\/p>\n

\nCritically, the research reveals that focusing solely on content adjacency \u2013 the placement of an ad alongside specific content \u2013 is only a starting point for determining a safety and suitability strategy. In addition to context, advertisers must also 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.<\/p>\n

\n\u201cBy 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,\u201d said Mark Zagorski, CEO, DoubleVerify. \u201cWith the insights gleaned from this report, advertisers can adopt a more comprehensive and sophisticated approach to brand safety and suitability.\u201d<\/p>\n

\n\u201cDV\u2019s research challenged industry norms, viewing this topic from a consumer lens and illustrating that \u201cone size does not fit all\u201d when it comes to brand suitability,\u201c said Yale Cohen, EVP, Global Digital Standards, Publicis Media. \u201cThis unique approach brings the consumer and industry perspective together to better understand the insights that live at the intersection of brands, consumers and content. Our learnings will help us customize suitability settings \u2013 improving both the protection and scale of our brand clients as they seek to drive more meaningful connections with consumers.\u201d<\/p>\n

\nThe report addresses key industry questions, such as which factors most influence consumer perception of brand safety and suitability, and what other considerations \u2013 like geography or demographics \u2013 advertisers must take into account. The report also offers best practices for reviewing and updating a brand’s suitability settings. Key takeaways:<\/p>\n

Brand Message\/Content Alignment Changes Consumer Perception<\/b><\/p>\n

\nCertain 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<\/i><\/b>. In contrast, when an alcohol ad appeared in the same context, 48% rated it as unsuitable<\/i><\/b>.<\/p>\n

\n\u201cAt Reckitt, brand safety and suitability are embedded in our digital advertising strategy. The research provided us with relevant findings of which categories rank at the bottom versus top of suitability. It also reinforces our approach to brand safety and suitability, as well as how we understand local differences across countries,\u201d said Craig Fryer, Global Media Director, Reckitt.<\/p>\n

Regional and Country Variances Are Noteworthy<\/b><\/p>\n

\nGeography plays a significant role in perception of suitability. 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.<\/p>\n

\n\u201cDV\u2019s new brand safety and suitability research provided useful and relevant insights,\u201d said Nick Jazerian, VP of Media, North America, at Kraft Heinz.\u201c 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. 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.\u201d<\/p>\n

Demographics Influence Consumer Sensitivity<\/b><\/p>\n

\nOlder respondents, those in rural areas, and women were more sensitive in general.<\/p>\n