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In the next video of the Quick Bytes series, we help you stay up to date by bringing you a quick guide to one of the latest developments in digital advertising: Brand Suitability.
Brand Suitability is much more than avoiding ad placements alongside obviously inappropriate online content. It’s about identifying the places online that work for a brand to effectively reach the right consumers. The ability for advertisers to display ads alongside relevant context is crucial as it can have a dramatic impact on consumer perception. In recent IAS research, Ripple Effect 2.0, IAS found that 81% of consumers consider it important that ads are placed next to high quality content. Additionally, ads placed in low quality environments could cause consumers to cease using a brand’s products, with 39% of consumers stating that they would stop using brands with ads near low quality content.
This is where Brand Suitability comes in. By employing sophisticated contextual technology – that dynamically understands the nuances of context and sentiment of online content – advertisers can ensure their brands appear adjacent to content that is most relevant to their brand message or image. Brand Suitability is a game changer that lets brands choose the relevant environments for their ads; a foundational step in making lasting connections with online audiences. Advertisers now have the opportunity to reach their target audiences in a suitable context and optimise their digital media buys.
Watch the Quick Bytes Brand Suitability video now.
To watch all our Quick Bytes videos, go to the YouTube playlist.
If you want to discover more, download our Brand Safety and Suitability Toolkit
