Brand risk, transparency above all: how to avoid the side effects of branding

Italy boasts an important record in the fight against brand risk, but to know what we are fighting against we must first analyze the general situation

According to the latest statistics reported by the Integral Ad Science (IAS) Media Quality Report, digital advertising would present a level of brand risk increasingly low in recent years. Percentages that are lower all over the world and in particular in Italy, which for once earns the undisputed primacy in a relatively prestigious field.

The Media Quality Report takes in analysis billions of advertising impressions (some real, some bots) to analyze their quality and transparency on performance, and consider a period of advertisements appearing in the first half of 2022.

What is brand risk?

Il brand risk it concerns all those pages that are or can be identified with various levels of risk for the image of the brand itself or for its own reputation. In other words, all pages can have a certain "danger" level for the brand that can be managed through derisking operations like the ones we talked about last week.

La safety brand in other words, it includes all those good planning and execution practices of an advertising campaign that allow technologies to correctly allocate ad units of a brand. The whole point lies in avoiding that one's advertisements are combined with fake news, violent content or content of a racist, sexist or more generally inappropriate nature.

Would you buy the toothpaste that appeared next to an online newspaper article about a massive seizure of contaminated toothpaste?

Would you buy what a site sells you where you are reading an uncredited piece of news that some strange character on Facebook has recommended to you?

The juxtaposition between the promoted message and the context in which the advertising content makes a big difference, and can create an effect – dal comic to the alienating – on the consumer who finds himself seeing products advertised in a truly unfortunate way, in the worst possible combination.

What does the report say?

Compared to 2021, the brand risk of online advertising is decreased in the first half of 2022 and, globally, it is below 2,5%. In other words, the majority of ads leading to dangerous or potentially unsafe sites for the brand are very low.

To prove safety are in particular the desktop display and video ads, which would have proved safer with a rate of 1,6% globally. Mobile campaigns have a brand risk of 2,4%. The percentages drop to 0,5% and 1,3% if we speak in general of announcements in Italy.

Contextual targeting to reduce brand risk

Not only that: the report also finds that despite the impact of global news, i Risk rates for the brand have remained on a downward trajectory, while the adoption of context-based strategies continues to grow.

The data from the MQR demonstrate that the diffusion of the contextual targeting (i.e. the practice of distributing ads based on the contents of the site that will host them) instead of behavioral targeting made keyword blocking almost obsolete. The decline, explains the report, would also be justified by the use of technologies brand safety in pre-bid, which filter out unsafe impressions before a bid is made.