{"id":344491,"date":"2025-10-21T12:00:00","date_gmt":"2025-10-21T12:00:00","guid":{"rendered":"https:\/\/integralads.com\/insider\/major-entertainment-brand-maintained-suitability-reduced-social-platform-costs\/"},"modified":"2025-10-21T12:00:00","modified_gmt":"2025-10-21T12:00:00","slug":"major-entertainment-brand-maintained-suitability-reduced-social-platform-costs","status":"publish","type":"post","link":"https:\/\/integralads.com\/apac\/insider\/major-entertainment-brand-maintained-suitability-reduced-social-platform-costs\/","title":{"rendered":"How a Major Entertainment Brand Maintained Suitability and Reduced Social Platform Costs"},"content":{"rendered":"\t\t
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Key Results<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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<\/span>0<\/span>%<\/span><\/h3><\/div>
Increase in suitable impressions<\/h6><\/div><\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t
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<\/span>0<\/span>%<\/span><\/h3><\/div>
Decrease in platform CPM<\/h6><\/div><\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t
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The Challenge\n<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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For one major entertainment advertiser, brand suitability requirements across social media varied by the film being promoted. A family-friendly holiday release required maximum protection, while a horror campaign was less restrictive.<\/p>

However, existing first-party platform filters weren\u2019t flexible enough to meet these unique needs \u2014 creating a gap between brand safety and performance goals.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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The Approach\n<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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The brand implemented IAS Social Optimization to layer customized suitability controls over its platform\u2019s inventory filters. Starting with a relaxed first-party filter, IAS\u2019s solution allowed the advertiser to fine-tune its suitability thresholds and blocklists for each campaign. This gave the brand more flexibility to align content adjacency with individual film requirements \u2014 without sacrificing scale.<\/p>

Even with the cost of IAS Social Optimization and Total Media Quality included, the brand achieved measurable efficiency gains, showing that a customized approach to suitability drives both safety and scale.<\/p>

With improved efficiency and lower CPMs, this brand\u2019s savings can be reinvested into high-performing, suitable placements, reinforcing long-term campaign ROI across future social initiatives.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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The Results\n<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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By shifting to a more dynamic suitability strategy, the brand achieved measurable gains across both performance and efficiency. More ads appeared in contextually aligned environments, driving stronger visibility and engagement from their target audience.\u00a0<\/span><\/p>

Video completion rates rose dramatically, and engagement followed suit, signaling that creative was resonating in the right moments. At the same time, smarter optimization reduced overall media costs, proving that brand suitability and efficiency can go hand in hand.<\/span><\/p>

By taking a more dynamic approach to suitability, the brand achieved:<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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See how IAS Social Optimization can help you drive efficiency and safeguard suitability across every social platform.\n<\/h4>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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\n\t\t\t\t\t\n\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\tSEE SIMILAR RESULTS<\/span>\n\t\t\t\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"

By applying a custom suitability profile, the entertainment brand increased suitable impressions by 16% and lowered CPM by 6%, driving better performance at scale.<\/p>\n","protected":false},"author":59,"featured_media":344069,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[302,308,303,312],"tags":[],"class_list":["post-344491","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-brand-safety-suitability-apac-2","category-case-studies-apac-2","category-featured-apac-2","category-proprietary-platforms-apac-2"],"acf":[],"yoast_head":"\nHow a Major Entertainment Brand Maintained Suitability and Reduced Social Platform Costs - Integral Ad Science<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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