JAN 7, 2021
From the growth of TikTok and of social commerce to the challenges of brand safety and the cookieless future, 2021 will be another year of big stories for social media.
NOV 24, 2020
Social network ad spending has substantially rebounded since the early days of the pandemic. In 2021, the biggest issues social media marketers will face are in the areas of brand safety, ethics, and privacy.
NOV 22, 2021
Brand suitability tools give advertisers some power back as targeting restrictions tighten: They are no substitute for true targeting tools, but they offer marketers a bit more control over the context of their ad placements.
JUN 3, 2021
Today's media environment poses many brand safety challenges and opportunities for marketers. Greg Garunov, executive vice president of business development and marketing strategy at Sightly, talks with eMarketer editorial director at Insider Intelligence Rimma Kats about the past, present, and future of brand safety.
OCT 25, 2021
MAR 16, 2021
Put guardrails into place to mitigate brand safety mishaps. Handing over brand assets to consumers isn’t easy, but the most successful companies in this space have been willing to do it. The key is to give consumers the tools in such a way that it inspires them to be positively creative—something e.l.f. has encouraged in its work with short videos.
NOV 17, 2021
As silly as it might sound, brand safety and suitability equate to that warm, fuzzy feeling you get when you’re comfortable. While brand safety draws a solid line between what’s acceptable and what’s not, brand suitability focuses not just on what to avoid, but what could be a good fit and can amplify halo effects for your brand.
DEC 30, 2021
Digital video can offer optimized measurement, but brand safety remains a big issue. Advertisers should also ensure the type and length of a video ad comports with the surrounding content—a 3-minute midroll ad in a short YouTube video wouldn’t be well received, for example.
MAR 18, 2021
On today's episode, we discuss in-person events in 2021, how to put on an engaging hybrid conference, and how to consider making money from virtual events. We then talk about Twitch's "Brand Safety Score," new ads envisioning post-pandemic life, and TV makers leaving no ad spot unturned. Tune in to the discussion with eMarketer principal analyst at Insider Intelligence Jillian Ryan.
FEB 3, 2021
eMarketer principal analyst at Insider Intelligence Nicole Perrin discusses whether major marketers will pull spending on social platforms because of brand safety and ethical concerns, what to make of Facebook's new advertiser “topic exclusion controls” test, and the types of content consumers prefer brands avoid the most. She then talks about tech companies introducing rules that favor their own business models, Facebook's relationship with political content, and whether Google is waving goodbye to Australia.
OCT 12, 2021
Facing aggressive revenue targets and typically operating under the radar as brands, those companies are less likely to take part in advertiser initiatives like brand safety boycotts. That’s more likely to happen among bigger, institutional brands, such as Coca-Cola, Nike, and Procter & Gamble, which have more of a stake in how consumers perceive them.
DEC 3, 2021
Even if advertisers who care about brand safety move some of their spending elsewhere, many others will stay. The gravitational pull of the second-largest digital ad platform in the US will still be too powerful to resist. Instagram will pull out all the stops to keep younger users in the fold.
JUL 26, 2021
We spoke with Paul Nasse, managing director for Northern Europe at Integral Ad Science, about the changing digital media landscape and how advertisers can best navigate the rocky road of brand risk.
JAN 15, 2021
In 2021, we expect more major marketers will pull or severely restrict their ad spending on social media platforms due to brand safety or ethical concerns.
NOV 21, 2019
SEP 1, 2021
AUG 20, 2019
eMarketer principal analyst Nicole Perrin walks us through what could happen to the advertising world as blacklists become more sophisticated and extensive. She discusses the types of content consumers think advertisers should avoid the most and the likelihood of those consumers reducing their spending on a brand that appears next to controversial content. She also talks about which information consumers are sharing less of, the state of radio advertising and why cord-cutting might slow down next quarter.
NOV 6, 2019
eMarketer junior forecasting analyst Nazmul Islam explores our recently adjusted ad spending figures for YouTube, including how the platform has weathered brand-safety concerns.
OCT 16, 2020
Rather than blindly relying on third-party brand safety mechanisms baked into programmatic exchanges, brands should look at other indicators for quality and develop direct relationships with publishers.
NOV 16, 2020
eMarketer was pleased to moderate a Tech-Talk Webinar featuring DoubleVerify's CEO Mark Zagorski and GroupM’s Joe Barone, managing partner for brand safety, Americas. They discussed the constraints and opportunities of video impression measurement, and what needs to be done to complete the video picture.
DEC 13, 2021
Digital video can offer optimized measurement, but brand safety remains a big issue. Advertisers should also ensure the type and length of a video ad comports with the surrounding content—a 3-minute midroll ad in a short YouTube video wouldn’t be well received, for example. Predictions. Most of broadcasters’ ad growth will come from digital properties.
JUN 24, 2021
And while YouTube’s vast library of user-generated content is great for driving viewership, marketers have to worry about brand safety and suitability more than they would on traditional TV. That’s becoming an even bigger issue as more streaming services with extensive (and quality-assured) libraries like HBO Max and Paramount+ launch ad-supported tiers that could threaten YouTube’s dominance.
OCT 17, 2019
NOV 24, 2020
FEB 24, 2021
Positivity, humor, and entertainment can help brands cut through the political (and other) noise and build equity with their customers. Creating a short-video strategy wouldn’t hurt, either. The Definition of Brand Safety Has Broadened.