{"id":300763,"date":"2017-07-12T04:00:00","date_gmt":"2017-07-12T04:00:00","guid":{"rendered":"https:\/\/integralads.com\/insider\/marketing-time-brexit-trump-path-brands-take\/"},"modified":"2025-01-30T07:07:14","modified_gmt":"2025-01-30T07:07:14","slug":"marketing-time-brexit-trump-path-brands-take","status":"publish","type":"post","link":"https:\/\/integralads.com\/uk\/insider\/marketing-time-brexit-trump-path-brands-take\/","title":{"rendered":"Marketing in the time of Brexit & Trump: Which path should brands take?"},"content":{"rendered":"

In periods of turmoil, it can be hard for marketers to find their feet \u2013 and to call these times \u2018divisive\u2019 would be an understatement. The ad tech industry has weathered gender and diversity concerns, Facebook\u2019s measurement scandal and, more recently, P&G\u2019s call to\u00a0clean up the media supply chain<\/a>, but the political landscape is something all industries will be influenced by \u2013 both positively and negatively.<\/span><\/span><\/span><\/span><\/p>\n

Still reeling from three major tremors in the political landscape \u2013 Brexit, Trump\u2019s victory in the US presidential election and, most recently, the UK\u2019s decision to hold a snap election \u2013 the global social order is in flux, leaving brands unsure which path to take. A few have chosen to openly share their opinion on key issues, while others have decided to lay low.<\/p>\n

But which way is best? To find out, let\u2019s explore the approaches brands have taken and considerations in this era of change.<\/p>\n

Making a statement<\/strong><\/h5>\n

In a bid to stand out amid the confusion, many brands have opted for bold messaging. For example, easyJet reached out to budget travellers after Brexit with its \u2018why not\u2019 campaign, which extolled the virtues of European destinations at scale across VOD, cinema, OOH, display, and social \u2013 including an experiential aspect that enabled consumers to virtually explore cities within the EU. According to the company\u2019s group commercial director, Peter Duffy, the campaign was\u00a0intended<\/a>\u00a0as \u201ca deliberate feel-good act demonstrating our values and benefits\u201d by conveying that life and travel will go on once the UK leaves the union, and the experience will still be fun.<\/p>\n

It\u2019s essential to remember that, while messaging within creative can make a powerful statement, it\u2019s still just as important to take context into account.<\/p>\n

Keeping context in sight<\/strong><\/h5>\n

The need to protect brand safety by ensuring ads don\u2019t appear beside inappropriate or salacious content is well known. Indeed, many marketers take steps to ensure ads are always seen in the right context by implementing tools that assess content before ads are placed \u2013 ensuring the ad will be seen in the right context. But errors do occur; and when ads appear beside the wrong content the results can be severe, as shown by the recent\u00a0scandal<\/a>\u00a0that erupted when Google\u2019s ad service was found to have placed ads for several major brands beside extremist content. In the current political climate, the issue of context is even more complex. News sites are filled with an array of opposing views and they\u2019re attracting large audiences, so should marketers target these sites and risk ads appearing alongside opinions that don\u2019t reflect their brand ethos?<\/p>\n

It\u2019s a tricky decision \u2013 capitalising on the enhanced reach of news sites may bring greater brand awareness; but it also has the potential to draw attention for the wrong reasons. Consequently, some brands now see avoidance as the best way forward. For example, multiple German brands \u00ad\u00ad\u00ad(including BMW) have chosen to\u00a0boycott<\/a>\u00a0the right-wing site\u00a0Breitbart<\/em>, previously criticised for its controversial content, while the\u00a0Stop Funding Hate<\/a>\u00a0campaign is putting pressure on British brands, such as the Co-op Group, to withdraw advertising spend from\u00a0The Sun<\/em>,\u00a0Daily Mail<\/em>, and\u00a0Daily Express<\/em>\u00a0due to the publications\u2019 sensationalist and divisive reporting.<\/p>\n

But whichever route brands take, they must carefully consider what is right for their reputation, and their audience.<\/p>\n

Moving to the consumers\u2019 beat \u00a0<\/strong><\/h5>\n

If Brexit taught us anything, it\u2019s the need to accurately establish what public opinion is, rather than assuming we know what audiences want. In a recent comment on the vote to leave the EU, Rapp\u2019s senior vice president of strategy, Shiona McDougall,\u00a0said<\/a>:\u00a0\u201cBrexit was a shock to many who operate in the London media bubble echochamber\u201d and should be a \u201cwake-up call [\u2026] to ensure we really do understand consumers.\u201d<\/p>\n

With individuals now in charge of their own journeys, brands must gain a precise view of audience needs, tastes, and interests \u2013 and tailor messaging accordingly.<\/p>\n

Technology you can lean on<\/strong><\/h5>\n

Some feel programmatic advertising adds yet another element of risk to an already perilous situation; but it can actually provide the solution to reaching the right audiences, while avoiding potential dangers and maintaining brand safety. Programmatic technology can protect brands from unsafe or off-brand placements, and the team that oversees that technology \u2013 whether in-house or external \u2013 should be confident in its ability to do so.<\/p>\n

Marketers should be able to decide what safety looks like for their unique brand, and set specific risk thresholds for individual campaigns, spanning both direct and programmatic buys. Using techniques that vary from basic adding to exclusion lists to dynamic scoring to analyse brand risk at page-level, marketers must be able to depend on their technology to block placements in real time \u2013 preventing ads appearing alongside questionable content, while still reaching and engaging the right audiences.<\/p>\n

The political landscape is certain to change, but things aren\u2019t so very different for marketers. They still need to define what is important to their brand \u2013 the values they must uphold and risks that are worth taking \u2013 and take a long-term strategic approach, rather than being directed entirely by current events. By relying on the technology available to help marketers navigate these tumultuous times, they can steer clear of potential threats, while still hitting campaign goals and maintaining brand values \u2013 whatever the future may throw at them.<\/p>\n

Read the article on ExchangeWire here<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"

In periods of turmoil, it can be hard for marketers to find their feet \u2013 and to call these times \u2018divisive\u2019 would be an understatement. The ad tech industry has weathered gender and diversity concerns, Facebook\u2019s measurement scandal and, more recently, P&G\u2019s call to clean up the media supply chain, but the political landscape is something all industries will be influenced by \u2013 both positively and negatively.<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[296,288,294],"tags":[],"class_list":["post-300763","post","type-post","status-publish","format-standard","hentry","category-brand-safety-suitability-uk","category-resources-uk","category-topics-uk"],"acf":[],"yoast_head":"\nMarketing in the time of Brexit & Trump: Which path should brands take? - 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\" href=\"https:\/\/integralads.com\/uk\/insider\/marketing-time-brexit-trump-path-brands-take\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Marketing in the time of Brexit & Trump: Which path should brands take?\" \/>\n<meta property=\"og:description\" content=\"In periods of turmoil, it can be hard for marketers to find their feet \u2013 and to call these times \u2018divisive\u2019 would be an understatement. 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