Brand Suitability vs. Safety


The era of consumerism is now ruling over the world. More and more people spend their money to buy goods from millions of companies to feel satisfied. However, it’s advertising that often pushes people towards purchasing different products, isn’t it?

The thing with advertising is that it may be both good and bad for brands. One misplaced ad can ruin the whole image of the company and kill its sales.


How to keep a good reputation for a large brand?


To avoid being blacklisted or getting knocked out of a business boat, companies adopt a series of tactics and tools called brand safety. Never heard of it? Let’s explore. 

First off, brand safety is a term that encompasses all kinds of controls applied by advertisers to protect companies from negative impacts associated with sensitive content that can affect consumer behaviors. 

FYI, there is a list of 13 categories to avoid while advertising compiled by the Interactive Advertising Bureau that includes fake news, explicit content, drugs, military conflicts, terrorism, crime, and others. 

Take Adidas, for example. Imagine yourself reading an article called “A 19-year-old football player ends his career after the leg injury”. You’re going through the text, cry over this tragic incident and suddenly see Adidas NMD_R1 shoe ad. I doubt that you will be willing to buy these sneakers since your brain already associated Adidas with a leg injury.


Why brand safety is not the only option?

Believe it or not, but even if the company follows all the brand safety rules, it may not be fully protected from negative exposure in the media and further bankruptcy. Brand suitability is the answer to the companies’ needs.

This notion appeared not that long ago (brand safety appeared in 2017) but already won the hearts of professional advertising and marketing geniuses. This is all about targeting such variables as content adjacency and viewability. Long story short, companies aim at the right advertising spots or platforms, as well as do everything so that a user could see their ads.

For example, if Lush comes up with an ad of their “Lotus Flower” soap, they should closely choose the blogger or website to advertise their product. If they choose a blogger who litters and then advertises their eco-friendly soap, this would harm the Lush reputation.

In terms of viewability, Lush can post their ad on Facebook. The ad could be put anywhere in the news feed, and not every user can reach this point. This way, many people might just miss the company ads. This would be the advertising fail and a waste of money.


What should companies do to be both safe and suitable?

They should avoid this Golem effect. It means that people shouldn’t associate a certain brand with something bad or inappropriate, otherwise, they will opt for their less “exposed” competitors.

Companies must be responsible for content placing. Moreover, they should comply with monetization eligibility standards and buy spaces for advertising only from trustworthy publishers.

Besides, a great way to make the content maximum appropriate is to look at blacklisted keywords. Blacklisted sites are another thing to consider while conducting an ad campaign because no one wants their money to be gone without a reason.

Cloaking also belongs to reputation enemies since whenever a user sees something interesting, they want a picture to meet the context. Besides, Google deindexes websites that practice cloaking. Therefore, such websites lose all their organic traffic.

As Warren Buffett says: “It takes 20 years to build a reputation and five minutes to ruin it”. Thus, make use of both brand safety and suitability to build a truly respectable company that is sure to grow into a successful corporation.