How Brands Can Ensure Safety in Online Video Advertising
Advertisers need to work with tier 3 publishers to get scale, but they also need to avoid objectionable content. What new technologies will ensure quality ad placement?
Brand safety, the assurance that video content or other elements on the page won't reflect poorly on the advertised product, is a strong concern for online video advertisers. It's one of the reasons why online video publishers are having difficulty luring advertisers away from television. Addressing those brand safety concerns was a panel at the recent Streaming Media West conference in Los Angeles.
"Agencies have the responsibility to find the right audience for their brand, and I think when you go to an ABC or a CBS or even a Hulu on the tier 2 side, you're limiting your scale, you're limiting the audience your brand can have access to or that your brand wants access to," said Matt Tillman, vice president of product for online video advertising platform Set. "As soon as you start going into the tier 3 sources, the ad networks, brand safety becomes much more critical, because now your brand is effectively sponsoring unknown content. With unknown content runs a lot of risk. Some brands are very risk averse and others are less so."
To reach a large enough audience, brands are forced to go to tier 3 publishers, but they can't be as certain about the content they'll find there.
"I think the agencies are being pushed into the mid- and long-tail, the torso, if you will," Tillman explained. "I think technology providers such as us and others, as well — comScore, as well — are trying to help brands better address that mid- to long-tail inventory. But I think it is from the agencies that we're seeing the push for mid- and long-tail."
To learn more about how agencies are trying to address advertiser concerns, watch the full panel discussion below.
ROUND TABLE: Brand Safety in the Online Video Advertising Market
One of the biggest reservations buyers exhibit when it comes to video advertising is the fear of their ad landing in an inappropriate location. This session of buyers, publishers, and tech companies explores the state of video brand safety today and addresses the current fears around available video inventory. They also explore the options advertisers have for controlling their ads and how video can move toward 100% brand-safe ad buying.
Moderator: Mark Trefgarne, CEO, LiveRail
Speaker: Matt Tillman, VP, Product, Set
Speaker: Michael Wann, SVP, Business Development, Demand Media
Speaker: Phillip Grote, Director, Agency Solutions, comScore
2013 looks to be a strong year in online video advertising, with interactivity and targeting as the keys to success. But be careful, because one size does not fit all.