BrandRX: THE NEW BRAND SAFETY CRISIS
According to a recent study, an alarming 75 percent of brands reported at least one brand-unsafe exposure in the past year. And it’s not all about reputation and social media backlash: These incidents can do profound damage, leading to brand confusion and, in extreme cases, loss of revenue.
In this report, we’ll highlight our study’s key findings and attempt to trace the epidemic’s root causes, ultimately identifying how brands, agencies, publishers and platforms can limit their risk in a more complicated digital media environment.
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- 75 percent of brands reported at least one brand-unsafe exposure in the past year with 10 percent reporting “regular” exposure, yet only 26 percent of brands have started employing solutions within the last two years
- 44 percent of brands and agencies grapple with brand-unsafe imagery and 32 percent wrestle with brand-unsafe video, only 15 percent use computer vision to scan visual content before placement
- 59 percent of publishers surveyed believe direct relationships are the most effective way to ensure a brand’s ads are circulating in the appropriate environments
- LinkedIn was viewed at the most brand-safe platform by those surveyed while Facebook was the least safe