November 1, 2022
There are many factors that play into the success of an advertising campaign that have nothing to do with the ad itself. For marketers, it’s not enough to create a great ad with a message that represents your brand. You must also ensure that your brand appears next to high quality content, that you’ll reach your target audience, and that your brand message is compelling and clear. This may seem like a lot, but each of these elements are crucial to engage and build trust with customers.
In the era of digital media and the internet, misinformation is a real concern, putting a company’s brand safety at constant risk. But who is responsible for brand safety? A survey from Integral Ad Science found that only 37% of brands feel that brand safety is their responsibility. However, the brands who don’t take responsibility for brand safety are in for a rude awakening - 63% of U.S. consumers hold the brand accountable for the content that appears next to ads. Brands must be mindful of where ads are placed to maintain brand reputation and consumer satisfaction.
Savvy marketers are mindful of the environment in which their ads run. Integral Ad Science observed that 83% of U.S. consumers said it was important that ads are placed next to high quality content. That may seem abstract but appearing alongside quality content has tangible business benefits. Campaigns on high quality or premium websites benefit from 30% greater memorability than those considered low quality, and consumers are four times more likely to interact with a digital ad placed within high quality content versus low quality content. Making the effort to intentionally place your ads in a premium content environment that your target consumers trust will pay dividends.
Another important part of brand safety is respecting the privacy of your consumer and their personal data. In the age of the internet, consumers are more wary than ever of keeping their personal information safe. According to a Pew Research poll, 62% of consumers believe it is not possible to go through daily life without having their data collected by companies.
A common counter argument is that data harvesting often leads to a better and more personalized advertising experience. However, 81% of consumers say that the potential risks outweigh the benefits when it comes to companies collecting data. It’s not a stretch to say that if a brand does not respect consumers’ personal data, consumers will not feel safe doing business with that brand.
Brand safety and respecting consumer privacy are important, but there are other factors that marketers must consider. Brand fit, or how relevant an advertisement is to the content it’s placed near, is also an essential tenant of modern marketing strategy. Audiences are engaged with the content they consume (particularly in a high engagement medium like podcasting), so any ad that is relevant to the content will perform better.
There is research to back this up. According to Integral Ad Science, 80% of U.S. consumers said it is important for ads to be personally relevant. Another survey from DoubleVerify Global Consumer Insights found that 44% have recently tried a new brand thanks to relevantly placed ads. These insights indicate that brands who place their ads within relevant content, and tailor ad messaging to appeal to a target audience will win with consumers. And they must do this while also maintaining respect for consumer privacy and not using personal data.
Balancing these separate tasks at the same time can feel like a massive challenge, especially if a brand is trying to expand its marketing presence into other mediums like podcasting. Soundrise is a trusted partner in navigating this new marketing landscape. Our team specializes in strategically placing ads within shows whose audiences will appreciate your brand message. Our tailored approach ensures your marketing message will appear within relevant, high-quality, brand safe content, reaching intellectually curious listeners who support the brands that support their favorite shows.
Sources:
https://go.integralads.com/rs/469-VBI-606/images/Ripple_Effect_US.pdf
https://www.ipsos.com/en-us/news-polls/data-privacy-2022
