Just last month some of the largest advertisers in America
suddenly pulled their ads from popular sites. How many ads? All of them. Verizon and
AT&T were among the bigger names that also included Johnson and Johnson and
pharmaceutical giant GSK.
The move is a result of discovering that their
advertisements were being placed on several videos containing questionable,
sometimes radical or extreme, content. For their part, these sites have begun
updating their algorithm to better serve their customers; however, the entire
ordeal calls into mind the importance of protecting your brand.
For companies of all sizes, it is important to keep in mind that every point of contact existing between your product/service and your customer is an extension of your brand. When we speak in these terms, it typically suggests direct interactions between an employee and a customer. It’s crucial to realise the same principles extend to your marketing efforts as well, namely print and video advertising.
Conventional media, such as print, radio, or television, is still largely scrutinsed. In today’s programmatic approach, where all parts of the ad buying and displaying process are predominantly automated, there is significantly more room for error.
The programmatic approach, which is growing in popularity across the internet, is efficient but can leave your brand vulnerable due to the lack of attention being paid by the platform. Thankfully, by utilising the best optimisation tools available, you can mitigate this risk.