In the digital age, where a brand’s reputation is built and broken online, brand safety has emerged as a critical business imperative. It goes beyond simply avoiding harmful content; it’s about strategically managing your brand’s online presence and ensuring it appears in environments that are aligned with your values, resonate with your target audience, and ultimately contribute to your overall business goals.

What is Brand Safety?

In essence, brand safety encompasses a set of measures, guidelines, and practices to ensure that a brand’s advertising does not appear in contexts that could potentially harm its image. This is especially crucial in the world of digital advertising, where programmatic placements might lead to ads appearing alongside off-brand, offensive, or controversial content.

Brand safety is a paramount concern for advertisers today, focusing on safeguarding the reputation of their brands and preventing them from associating with negative environments. The Global Alliance for Responsible Media (GARM) has developed the GARM: Brand Safety Floor + Suitability Framework to aid brands in maintaining their reputation by avoiding harmful or inappropriate content.

Critical components of brand safety include:

1. Contextual Relevance: Guaranteeing that ad content is not only appropriate but also relevant to the content of the webpage, video, or other media in which it is displayed.
2. Quality of Placement: Ensuring that ads are featured on websites or media outlets that align with the brand’s values and quality standards.
3. Content Exclusions: Employing negative keyword lists, blocklists, or other filtering tools to prevent ads from being displayed next to specific types of content.
4. Compliance and Regulation: Ensuring that ad placements adhere to industry regulations, which may vary by country, encompassing guidelines on advertising for products like tobacco, alcohol, or pharmaceuticals.
5. Audience Targeting: Confirming that ads are directed at a demographic that is not only suitable but also intended for the advertised product or service.

Why Does it Matter?

Imagine your brand’s carefully crafted ad appearing next to a controversial news article or an offensive video. The resulting damage to your brand image could be significant, leading to lost sales, customer churn, and a negative public perception.

A 2021 US survey revealed that 80% of respondents expressed concern about brands appearing alongside negative content online. This statistic underscores the importance of brand safety for businesses of all sizes, regardless of industry or target audience.

Several factors pose significant risks to brand safety in the ever-evolving digital landscape:

1. The Social Media Frontier: Over time, social media has become a globally acknowledged source of truth. A well-crafted social media presence plays a crucial role in establishing a brand’s identity. Individuals prefer staying informed and closely monitoring their favored brands on social platforms. However, the dual nature of social media poses both advantages and challenges.

While it serves as an excellent avenue for brand promotion and interaction with customers and enthusiasts, it also carries the risk of brand reputation damage if ads appear alongside objectionable content. This powerful tool’s accessibility has led to instances where internet users have criticized brands for inappropriate content, imagery, or placement next to questionable material or pages.

To ensure brand safety, meticulous attention is required in areas such as ad strategy, and monitoring mentions, comments, and appearances. Marketers must remain vigilant against impostors and identity thieves capable of causing significant harm through fraudulent activities or posting unsavory content.

2. The Perils of Ad Fraud: In an industry valued at over US$ 640 billion, fraudulent activities are inevitable. Dubious websites, often assisted by bots, generate false clicks and attract ads, leading to significant financial losses for advertisers every month. It is imperative for marketers to ascertain whether their ads genuinely reach the intended audience, exercise control over ad impressions, and measure the quality of impressions and clicks.
The impact on brand safety is notable, with adult websites being a major contributor to ad fraud. An esteemed brand’s ad appearing alongside adult content can severely damage its image. While keyword block lists are useful, they alone cannot guarantee brand safety, and the practice may have unintended consequences.

3. The Pitfall of Poor Ad Placement: Ad placements are not just about reaching a large audience; they are about ensuring your brand appears in the right context. Placing ads on websites that are inconsistent with your brand values or target audience can lead to negative associations and erode your brand image.

A common mistake among marketers and advertisers is the oversight of ad placement strategy. Reports have criticized YouTube for displaying ads from renowned brands alongside misinformation and conspiratorial content. Emphasizing the importance of ad placements is crucial, as they significantly impact a brand’s image.

Striking the Perfect Balance of Brand Safety with Contextual

Contextual targeting offers a powerful solution to the challenges of brand safety. This innovative technology utilizes artificial intelligence, including Natural Language Processing (NLP) and Sentiment Analysis, to understand the context of web pages and online environments. By analyzing the written and visual content, contextual targeting enables brands to place their ads on relevant websites with content that aligns with their brand values and resonates with their target audience.

Mirrors by Silverpush: Your Trusted Partner in Brand Safety

Mirrors by Silverpush is a cutting-edge contextual targeting platform designed to help brands achieve their goals while maintaining the highest levels of brand safety. Utilizing sophisticated AI algorithms and advanced language models, Mirrors analyzes the written and visual content of web pages, ensuring that your ads appear in safe and brand-aligned environments. With Mirrors, you can:

• Protect your brand reputation through intelligent ad placement.
• Reach your target audience with precision and relevance.
• Gain valuable insights into your audience’s behavior and preferences.
• Optimize your campaigns for maximum effectiveness and return on investment.

In conclusion, brand safety is no longer a luxury; it’s a necessity for businesses operating in the digital world. Innovative solutions like contextual targeting and partnering with trusted solutions like Mirrors, brands can ensure their reputation is safeguarded, their advertising efforts are effective, and their overall business objectives are achieved.

Silverpush is elated to share the joy of being honored with the Bronze award at the esteemed Marketing Excellence Awards 2023 in Indonesia, hosted by Marketing Interactive Asia. This recognition is a testament to our commitment to innovation and excellence in the ever-evolving landscape of the advertising industry. 

Together, we embarked on a journey to redefine the digital presence of Wyeth S-26 Procal Ultima through the incredible campaign, ‘Together We Are Unstoppable,’ in collaboration with Dentsu & Nestlé powered by our cutting-edge Mirrors AI technology. 

Campaign Objective: Digital Presence with Privacy in Mind

Wyeth S-26 Procal Ultima’s objective was clear – to amplify its digital presence and market share while prioritizing user privacy. In the highly competitive growing-up milk category, navigating the cookieless phase presented unique challenges. Cookieless targeting in a competitive market space makes it difficult to effectively reach the target audience 

Our Approach: Mirrors AI Technology

For this campaign, Nestlé Partnered with Dentsu Indonesia & leveraged Silverpush’s next gen AI-powered hyper-contextual technology-
Mirrors. By identifying key context & analyzing Youtube videos for cues, it extracted relevant context to identify key moments for ads targeting parents and new moms. Ad placement followed the GARM framework and utilized custom exclusion themes to ensure alignment with suitable content. 

Award-Winning Results:

The impact of the campaign was nothing short of extraordinary. The campaign reached over 10 million women, the growth metrics spoke volumes – a remarkable 27% increase YTD June 2023 and a notable +2% boost in brand imagery for A2 Milk.

Final Thoughts: A Collective Triumph

Silverpush acknowledges and expresses sincere gratitude to our partners, Dentsu and Nestlé, for their invaluable contributions. This success stands as a testament towards our collaborative synergy. Together, we remain dedicated to upholding standards of advertising excellence and pioneering innovative solutions.

The Super Bowl, a pinnacle event in American sports culture, is more than just a championship game; it’s an advertising extravaganza that captivates millions of viewers. According to recent statistics, the 2023 Super Bowl garnered a viewership of over 120 million people, solidifying its position as one of the most-watched television events in the United States. The estimated ad cost for this year’s event has surged to a staggering $6 million for a 30-second spot, showcasing the monumental significance of advertising during this broadcast.

For brands and advertisers, the Super Bowl represents an unparalleled opportunity to make a lasting impact and amplify their message to a massive and engaged audience.

Online video is changing what it means to be a Sports fan

Being a sports fan isn’t just about watching the game live on TV anymore. There are three trends related to sports content on YouTube, showing that today’s sports fans are becoming even more passionate thanks to online videos.

There is more to the game for sports fandom

• 50%+ growth in watchtime of “funny” sports videos on Youtube
• 60%+ growth in watchtime of sports “interview” videos on Youtube.

Reach Sports fans where they are watching on their terms

• 70 out of the top 100 sports videos on Youtube have titles like “great”, “greatest”, or “best”.
• 90+ growth in searches for football “highlight” videos on Youtube.

Sports fans are hungry for the good stuff

• 80% of sports fans says they use a computer or smartphone while watching live sports on TV.
• 30% of sports fans say they prefer to watch live sports on their smartphone or table

Mirrors – Silverpush’s Advanced Contextual Solutions For The Big Game

In the ever-evolving landscape of digital advertising, Silverpush stands at the forefront, providing advanced contextual solutions tailored to the grandeur of the Super Bowl. With its pioneering Mirrors offering, Silverpush introduces a paradigm shift in the industry of video context-driven precise targeting.

Complete brand safety and suitability are ensured, accompanied by data-driven ad performance that empowers brands to align their advertisements with relevant and high-performing content. The result? Enhanced engagement and amplified brand recall, a winning formula for any advertiser looking to make their mark during the Super Bowl frenzy.

Leveraging precise targeting, Silverpush’s technology correlates engagement metrics with contextual relevance, ensuring that high-performing and relevant videos are exclusively targeted. Moreover, the platform draws the strengths of:
1. Multivariate testing to decipher audience preferences and refine advertising strategies accordingly.
2. Dynamic campaign delivery that automates and optimizes campaigns in real-time, mitigating ad wastage and maximizing impact.

Building a Super Bowl Targeting Profile With Mirrors Generative AI

In the quest to capitalize on the vast potential of the Super Bowl audience, advertisers often encounter the challenge of reaching untapped or overlooked demographics. This is where Silverpush’s Mirrors Gen AI steps in, reforming the way advertisers approach audience targeting during the Super Bowl.

By understanding the intricacies of audience behavior and content consumption, Mirrors Gen AI unlocks a treasure trove of insights, enabling advertisers to tap into previously uncharted territories.

Tap Into The Overlooked & Untapped Audience – The Process

Every time a consumer navigates the online sphere, they leave behind a trail of digital footprints, revealing their intent and preferences. From the articles they pursue to the devices they utilize, these subtle cues serve as valuable indicators for advertisers seeking to connect with their target audience.

Mirrors Generative AI comprehensively maps these nuanced patterns by employing a two-pronged approach:
identifying key contexts across the Internet: By meticulously scrutinizing webpages, surveys, and a myriad of Openweb content, the technology delves deep into the nuances of consumer behavior, surpassing surface-level understanding to unearth invaluable insights.

Analyzing historical data: Leveraging the power of predictive AI, Mirrors Gen AI extrapolates future outcomes based on historical data patterns and campaign-specific information, enabling advertisers to make informed decisions tailored to the Super Bowl audience’s preferences.

In essence, Silverpush’s Mirrors Gen AI identifies correlations between audience personas and contextual factors, enabling advertisers to strike the perfect balance between scale and propensity to act, all while aligning with the specific KPIs of their advertising campaigns.

Make Your Mark At The Super Bowl: Explore Mirrors Gen AI – Book A Demo Today!

In today’s fast-paced digital landscape, understanding your audience is paramount to success. The ability to connect with your target audience is the key to achieving your goals. But how can you ensure that you’re reaching the right people in a world overflowing with information?

Understanding Audience Intent Consumption with AI

Artificial Intelligence (AI) has become a game-changer in the world of advertising especially when it comes to analysing vast amounts of information and extracting meaningful insights to help identify & understand the target audience better.

AI-powered tools can help advertisers to analyze consumer behaviour patterns, purchasing habits, social media interactions, and online content consumption to uncover valuable information about consumer preferences and sentiments. By leveraging this technology, brands can gain a deeper understanding of their target market, identify emerging trends, and refine their brand values accordingly.

Furthermore, AI algorithms can spot trends and connections in consumer data, which helps businesses match their brand values with what their audience wants. This analysis helps brands create messages, designs, and marketing plans that really connect with their target customers.

Crafting Compelling Brand Stories Using Generative AI

Mirrors Generative AI is a contextual planning tool designed by Silverpush to help advertisers reach their overlooked and untapped audience in the cookieless era. Its real power lies in its ability to seamlessly integrate AI as a co-pilot to human intelligence. The advanced technology builds a comprehensive context list, well aligned with the audience’s personas and their direct and alternate interests. This enables advertisers to reach untapped/overlooked yet relevant audiences, resulting in enhancing incremental reach.

How does Mirrors Generative AI Understand Audience Intentions and Content Consumption Patterns?

1. Identify Key Contexts Across the Internet

Every time a consumer goes online, they express their intent in countless ways. From the content they read, what they search for, the type of device they access it on, and the time of day.

The technology identifies key contexts  across web pages, surveys, and a wide range of content on the open web, examining each word with precision. This enables Mirrors Generative AI to uncover content consumption patterns, decipher meaning, and extract valuable insights that surpass surface-level understanding.

Mirrors Generative AI suggested personas and content themes are delivered through machine learning and constantly verified using up-to-date panel data. They are robust, trustworthy, and completely free from human bias.

2. Predictive Audience Insights

Mirrors Generative AI doesn’t stop at understanding and personalizing content; it can also predict audience behaviour. By analyzing large datasets, AI models can identify patterns and trends that human analysts might miss. This allows advertisers to anticipate changes in user behaviour and adjust their strategies accordingly.

For example, if the AI predicts that a certain segment of the audience is likely to show increased interest in fitness products during the summer months, advertisers can proactively target that segment with relevant campaigns.

3. Mapping Audience Personas to Contextual Intelligence

It identifies patterns and correlations between audience personas and contextual factors, to uncover commonalities, preferences, and behaviours within specific contexts. This mapping exercise determines personas are likely to respond favourably to specific contextual elements. Achieving high engagement relies on targeting diverse audience personas with their specific interests in the right moment and context. However, advertisers still rely on manual context-building methods, which, despite their partial success, have several limitations.

Conclusion

Finding new target audiences can feel a lot like searching for a needle in a haystack. But, through Mirrors Generative AI, advertisers can identify net new audiences across hundreds of millions of potential consumers. Generative AI is a look ahead of the fast-paced evolution of technology, helping audience discovery using different models to reinvent the way work is done.

Tet 2024, the Lunar New Year in Vietnam, is not just a celebration – it’s a vibrant explosion of culture and tradition that paints the country in hues of hope, renewal, and good fortune. 

Imagine the excitement of spring’s arrival, the anticipation of a fresh start on the lunar calendar, and the universal embrace of good luck. Tet is all of this and more.

You must be wondering, why all this talk about Tet. 

Well, understanding Tet, consumer trends in Vietnam, and diving into the deep well of its cultural customs and rituals is the golden key for advertisers. It’s the secret sauce to connect with Vietnamese consumers during this grand season of celebration.

Why is TET 2024 a Big Opportunity for Advertisers?

The Tet celebrations in Vietnam are a big deal, not just culturally but also for businesses. Before Tet, people spent twice as much as usual. They do this to give family and business associates gifts and enjoy time with loved ones.

For many companies, whether they do well or not during the Tet Campaign 2024 can make or break their entire year. According to a report by Cimigo, brands that make spirits see up to 60% of their yearly sales in the six weeks leading up to Tet. 

Beer sales go up by 30%, and things like soft drinks, biscuits, and candy also sell a lot more. People also use this time to refresh their homes and themselves, so sales in personal care, fashion, home appliances, and building materials go up.

Most people shop for Tet at supermarkets and wet markets, but personal care products sell well online.

In Tet 2024, Vietnamese people are feeling positive and plan to spend more on travel and shopping, especially for things like mobile phones, motorbikes, and appliances.

Consumer Trends During TET 2024

1. The typical Vietnamese shopper plans to spend approximately $100 during the Tet period.
2. Fast-moving consumer goods (FMCG) will make up the majority, accounting for 60% of online sales.
3. Among product categories, beverages are expected to be the top choice, with a growth rate of 20%.
4. Half of the shoppers are looking for personalized and tailored shopping experiences.
5. A significant 80% of shoppers intend to utilize social media platforms for product research.
6. Around 20% of shoppers are interested in live-streaming shopping to engage in real-time interactions while making their purchases.

How Should Brands Reach the Vietnamese Audiences During TET 2024?

Mirrors and Parallels, the two AI-powered brand-suitable solutions of Silverpush can help brands and agencies reach their Vietnamese audiences contextually this Vietnamese New Year. Let’s see how: 

1. Real-Time Ad Sync

Leverage the festive season of the Vietnamese New Year to capitalize on cross-screen consumer behavior through real-time syncing of TV ads with digital ads on social media platforms with geo and demographic targeting. Our technology identifies real-time Tet-related triggers on TV to synchronize your brand ads.

2. Competition Sync

Stay ahead of the competition by targeting your competitor’s screen time.

3. Self/Competitor Sync

Enhance ad recall by syncing your TV and digital ads. Outsmart competitors by triggering your digital ads alongside competitors’ TV ads.

4. Geo-Fencing

Activate mobile ads when consumers are in proximity to stores or marketplaces.

5. Mirrors

Mirrors serve contextual ads by identifying key contexts like celebrity name, brand name, objects, places, actions, and on-screen text (in 500+ Chinese New Year contexts) to capture your audience’s attention across multiple platforms and increase brand awareness during this opportune time. 

6. YouTube

Mirrors can identify key moments on YouTube, such as shopping, traditional recipes, TET preparation, and home decor, to strategically place your ads when users are most engaged and in a completely brand-safe environment. 

7. Meta

On Meta, Mirrors can identify Tet-related content across popular pages and contexts, ensuring your ads reach audiences when they’re most likely to engage.

8. Programmatic

Mirrors can craft tailored contextual segments for the Tet festival, allowing advertisers to target audiences based on Tet-related search intent.

To boost Tet campaign viewability, advertisers can utilize Crafters’ interactive Tet elements from the curated gallery or create custom interactive ads.

Conclusion

In a nutshell, Tet Vietnam 2024 is a vibrant season of celebration and spending in Vietnam, making it a prime opportunity for brands to engage with consumers and boost their sales. By embracing innovative advertising technologies like Mirrors and Parallels and understanding the cultural significance of Tet, advertisers can make the most of this festive occasion and ensure a prosperous start to the Lunar New Year.