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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.

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