In light of the ever-evolving landscape of digital advertising and the new challenges presented by the COVID-19 pandemic, Intentify Media Network has released a set of category-specific brand safety guidelines for marketers.
The guidelines take into account the seismic shifts in policy, such as GDPR and CCPA, that have occurred around the world, and highlight the opportunity for the industry to create better standards in light of the old measurement methodologies, such as third-party cookies, that are falling away.
With the COVID-19 pandemic establishing a "new normal" of digital-first lifestyles for the majority of the global population, consumption habits have changed dramatically. More news, gaming, and streaming content are being consumed, and where consumers go, advertising follows. This presents new opportunities to strengthen brand safety measures, including avoiding aggressive keyword avoidance that can demonetize online news during a crisis when the public needs reliable information the most.
Fake news and technologies that create deepfake videos are growing more sophisticated, posing a threat to institutional trust. As a result, brands must be more proactive than ever in preserving their core assets and demand transparency in all transactions.
Connected TV is poised to command a larger share of advertising budgets in the coming years, but measurement is currently fragmented across devices and publishers. Brands should demand greater transparency and interoperability among key players.
Digital Out-of-Home is also set to grow more advanced and complex as programmatic buying becomes more commonplace. Although out-of-home advertising has traditionally been used for broad awareness, it remains an open question as to whether brands will have access to more granular targeting and measurement solutions.
Finally, gaming presents a huge opportunity in terms of audience, but brands must navigate a vast landscape of platforms, titles, player personalities, and publisher relationships. Esports continues to grow in popularity, but brands must be aware of adjacency risks, such as violence and language. If people continue to stay home in the aftermath of the coronavirus, gaming audiences will retain some of the recent, rapid growth.
Intentify Media Network's new category-specific brand safety guidelines aim to help marketers navigate these challenges and stay ahead of the curve in the ever-changing digital advertising landscape. By providing clear guidance on how to navigate policy shifts, changing consumption habits, emerging technologies, and the evolving advertising ecosystem, Intentify Media Network is empowering brands to protect their core assets and deliver safe, effective advertising to their target audiences.