{"id":300692,"date":"2017-03-23T04:00:00","date_gmt":"2017-03-23T04:00:00","guid":{"rendered":"https:\/\/integralads.com\/insider\/mediapost-marketing-landscape-trump-presidency\/"},"modified":"2023-07-27T11:53:28","modified_gmt":"2023-07-27T11:53:28","slug":"mediapost-marketing-landscape-trump-presidency","status":"publish","type":"post","link":"https:\/\/integralads.com\/uk\/insider\/mediapost-marketing-landscape-trump-presidency\/","title":{"rendered":"MediaPost: The Marketing Landscape In A Trump Presidency"},"content":{"rendered":"

<\/p>\n

As marketers, we\u2019re all adjusting to a new reality: much of what we knew (or thought we knew) about American society has been turned on its head.<\/p>\n

But just weeks into the new administration, brands are quickly getting a sense for how the new powers-that-be in D.C. operate. For some brands, this can mean a wholesale strategy re-evaluation. It\u2019s a strange new world, even for a political science major and former public opinion researcher like me.<\/p>\n

And for marketers navigating the complexities of digital advertising, where context and message are often inseparable, it raises some very tough questions.<\/p>\n

Taking sides<\/strong><\/p>\n

Some brands have already taken sides, delivering messages that are consistent with their culture and brand promise. Airbnb took an aggressive stance on the refugee crisis, highlighting the urgency of helping those \u201cin need of a place to belong.\u201d<\/p>\n

Their message \u2014 delivered in an internal memo, on their website and social channels and in a Super Bowl commercial \u2014 focused on Airbnb\u2019s mission and values. And they backed it up with a commitment to contribute $4 million to a refugee relief agency. It\u2019s a bold strategy, but it makes perfect sense for this non-traditional brand.<\/p>\n

For most brands, though, where they deliver their message is just as important as the message they\u2019re delivering.<\/p>\n

Context is king<\/b><\/p>\n

Understanding context has always been critical for advertisers striving to build brand equity and protect reputation. You wouldn\u2019t place a movie trailer on an illegal downloads site, and you certainly wouldn\u2019t want your energy drink ad to run next to an article on the latest sports doping scandal.<\/p>\n

Fortunately, today\u2019s digital marketers have robust and reliable brand safety controls to ensure those context errors don\u2019t happen.<\/p>\n

But the current political climate presents marketers with a fresh challenge. News and opinion sites on the extreme political fringes are suddenly in the spotlight, and millions of consumers spend time on them.<\/p>\n

In a sharply divided country, should you advertise on sites expressing views that conflict with your brand values? Can you afford not to?<\/p>\n

What\u2019s a CMO to do?<\/b><\/p>\n

These are excellent questions, ones our clients are asking with increasing urgency. Brands want to reach as much of their audience as possible. But with digital advertising, the environment where your advertising is placed is infinitely more complex.<\/p>\n

Some advertisers have already boycotted Breitbart, citing brand reputation concerns. Ad servers like AppNexus have banned the site from its inventory. Other brands are taking a wait-and-see approach, and still others \u2014 like Airbnb \u2014 are embracing an opposition message.<\/p>\n

One thing we know for certain is that these brand decisions can have a lasting impact on a company\u2019s bottom line. And they can\u2019t be taken lightly.<\/p>\n

Consider your customers<\/b><\/p>\n

When it comes to making these tough calls, no industry has it harder than CPG. When Kellogg announced that it would no longer advertise on Breitbart, the site\u2019s editor fought back with his own #DumpKelloggs campaign. Budweiser is facing a similar boycott following their immigration-themed Super Bowl ad.<\/p>\n

The fact is, CPG brands serve everyone, regardless of political persuasion. Everyone buys toilet paper and soap, and everyone eats. Those enviable demographics \u2014 essentially 100% of the population \u2014 mean that mass-market brands must walk a fine line.<\/p>\n

Enter technology (and talent)<\/b><\/p>\n

It\u2019s true that our new political reality is made even more complex by the digital advertising environment. But that\u2019s where things get more hopeful. Technology \u2014 and the experts in your organization who make it work \u2014 can also help you navigate this new reality.<\/p>\n

Is your programmatic arm, whether in-house or external, protecting your brand from risky content? If you can\u2019t answer this question with a confident \u201cyes,\u201d then it\u2019s time to step in and increase your oversight.<\/p>\n

Let your talent and technology help you. Decide what matters for your brand, what doesn\u2019t, and what level of risk you\u2019re willing to take. Then charge your team with bringing that strategy to life.<\/p>\n

With basic techniques like adding to exclusion lists, and more sophisticated techniques like page scoring across various risk categories (for both direct and programmatic buys), you can find a balanced approach to fighting new brand threats while still hitting campaign goals.<\/p>\n

In this strange new world, one thing hasn\u2019t changed: your responsibility to do right by your brand. That means deciding what \u201cright\u201d means for your brand. But just as important, it means relying on your teams and technology so you can focus on long-term marketing success \u2014 however our new political reality unfolds.<\/p>\n

This article was originally published in MediaPost.<\/a><\/p>\n

Want to protect your brand? Check out\u00a0these 12 tips<\/a>\u00a0and\u00a0learn more about our brand safety solutions<\/a>.<\/p>\n

<\/span><\/span><\/span><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"

As marketers, we\u2019re all adjusting to a new reality: much of what we knew (or thought we knew) about American society has been turned on its head. 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