Skip to main content

Dynamic Brand Suitability Technology Helps Deal with Shifts in Culture and Thinking

Brand Suitability


Brand suitability is a dynamic concept that cannot be defined rigidly. It is highly dependent on the current thinking of people, prevailing ideas, perceptions, and culture. In this digital era, as people’s notions change at a fast rate, so does the list of what is brand suitable or unsuitable. Therefore, brands require dynamic brand suitability technology.

News and online video sites such as YouTube are among the most sought-after websites for digital advertising. These sites regularly publish content that is based on the latest notions and happenings. Brands are unaware of the content next to which their ads are going to be placed. For instance, an ad of a truck brand may appear against a YouTube video about global warming. This will create a YouTube brand safety issue for the brand, as viewers will build a negative opinion of it.

The advertising strategy of brands was highly affected by the me-too movement, which was regarded as a major change in the socio-cultural norms. Brands tried their best to avoid the appearance of their ads against the content related to this social movement, but ensuring brand safety in a programmatic advertising environment is not an easy task.

As culture varies from one country to another, so do brand safety norms. For instance, in the US, brands face conflicting political views, whereas, in European countries, they face content related to fascism. This implies that marketers should use brand suitability solutions that are able to customize themselves in accordance with the country they are targeting.

The results of various brand safety studies show that for people, it is the duty of the brands along with their advertising partners to make sure that their ads are not placed against any type of objectionable or inappropriate content. Google brand safety strategies created by marketers should be of dynamic nature in order to take into account alterations in cultural norms that take place from time to time.

Marketers should keep track of what is happening in the world under the socio-cultural and political spheres. They should also keep an eye on the changing consumer behavior. This will help them remain updated on the content and trends that are negative for the brands and will enable them to ensure brand suitability.

Powerful and dynamic brand safety solutions would be those that can effectively adapt to shifts in socio-cultural norms, evolving thinking of consumers, and regional variations. Marketers should leverage AI technology that offers an extreme degree of context relevance for ensuring a safe advertising environment.

AI-based dynamic brand suitability technology allows brands to effectively tackle the problems posed by shifts in socio-cultural norms and consumers’ thinking and helps them ensure brand safety on YouTube and other platforms.

Labels:

Comments

Post a Comment

Popular posts from this blog

Contextual Targeting Has Become Indispensable for Marketers

Contextual targeting has been around for a long time. Although it gained importance during its initial years, its importance was later on surpassed by behavioral targeting. But now, the scenario is changing and brands are increasingly using contextual advertising as the primary way to connect with consumers. Below are discussed the reasons why contextual ad targeting has become indispensable for marketers -  It does not make use of users’ personal data Contextual ad targeting does not involve the use of third-party cookies that collect users’ personal data. Hence, this approach to advertising is fully compliant with the data privacy regulations such as the General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA). Major web browsers like Safari and Firefox have already blocked third-party cookies, and Google’s Chrome browser will do so by 2022. Also, Google has recently announced that it will not develop any individual tracking technology in the fu...
Post a Comment
Read more

Discover How Contextual Advertising Increases ROI

Technology has made human life easy. Automatic cars helped humans ease long drives by eliminating the hassle of juggling between car controls and programmatic ads have eased the advertiser's life by taking away the hassle of manual tasks. Programmatic ads refer to the automated buying and selling of digital advertising space through sophisticated algorithms and real-time bidding. In 2021, the US was the largest programmatic advertising player. The ad spend of the region was estimated to be 167 billion whereas China and UK had 109.5 billion and 24 billion.  The most simple and easiest way of effective programmatic advertising is combining it with contextual advertising.  This form of advertising targets the relevant user based on the content consumed by the user. By this, it abides by the privacy of the user and reduces ad wastage.  Apart from the benefits mentioned above, advertisers are inclined towards contextual targeting because it offers enhanced brand safety.  ...
Post a Comment
Read more

How does Contextual Intelligence Help in Preventing Loss of Consumer Trust?

The quantity of data that people consume online is limitless, and it will only grow in the coming years. Along with accessing a wealth of information online through articles, videos, social media pages, and various forms of media, users also watch advertisements. Though watching any information without an ad is nearly impossible, if the user is lucky, the ad viewed will be related to what he was viewing or reading. Although it is nice to see ads that are relevant to you, it frequently comes at the expense of compromising your privacy. Consumers are more concerned about data protection than ever before in the post-GDPR world. To cater to the feelings of customers, large organizations like Mozilla Firefox and Safari have launched their new ad blocking privacy feature to protect the privacy of users. Also, all major browsers are expected to have blocked the use of third-party cookies by the end of 2023. How Can Contextual Intelligence Help in Preventing Loss of Consumer Trust? If the bran...
Post a Comment
Read more