Why brand safety does not guarantee brand suitability
While the Brand Suitability debate rages on, marketers all over the world are scrambling to find the best ways to insulate their video campaigns from the harms of negative content adjacency.
In 2020, our ‘State of Brand Safety & Suitability in Video’ survey asked 160+ agency heads and brand marketers in Southeast Asia to understand how they perceive and mitigate brand safety risks, what are biggest challenges with available measures and the growing importance of brand suitability.
In a follow up to the insights gathered from the survey, we dug deeper to understand how brand suitability in video advertising is posing a challenge, and what advertisers can do to stay ahead of the curve.
With this report you will get a deeper understanding on:
- How has brand suitability evolved
- Why safe is not always suitable
- How AI ensures brand suitability
- Failsafe Brand Suitability Checklist