Brand safety is one of the most topical conversations happening in media, one which keeps on being discussed, due to growing demand for automation, and continual challenges posed through the likes of programmatic advertising amongst others. The impact of which has been well recorded by a host of publisher networks, and media channels, costing brands millions of dollars, highlighting the significant impact, and loss of valuable advertising spend.

Fuelling the growth in the volume on the supply, and demand side of online advertising, and in turn for programmatic buying by media agencies, is the need to deliver affordable, and effective campaigns. Programmatic buying enables ads to be deployed across a host of DSP’s (demand-side platforms), offering advertisers an easier way to manage extensive, complex campaigns, across media verticals. Aiming to improve reach, and optimise advertising spend, in a world where ROI is critical.

The reality, however, is that many brands and companies are facing a range of reputational, and campaign delivery challenges. This is due to a host of factors, such as the scope of publisher networks, malgorithms, bidding process, fake news, chatbots, or the lack of control, and transparency around their ad placements. The World Federation of Advertisers estimates that up to 30% of online advertising is unseen by consumers, affecting about 21 trillion online ads annually, and costing advertisers millions of dollars. A new study by ISBA suggests that brands lose up to 50% of the money they invest in programmatic ads, with 15% of the funds unattributable to any players in the supply chain. Resources which could be better invested through trusted media channels, new, and traditional.

In recent months the importance of brand safety has taken centre stage yet again, following a host of big brands and substantial multimillion-dollar campaigns being halted, or cancelled due to the negative and adverse effects of programmatic media buying, both in terms of reputation and campaign delivery.
We have seen Coca Cola Company pausing paid advertising on all social media platforms globally. Additionally, a range of big brands took a stand against Facebook and Instagram due to concerns around the scope of content relating to ad placement. Contextual brand safety is not a new concern in the online space. There have been numerous campaign blunders in the past which adversely impacted big brands like Jaguar Landrover or P&G, Google’s ‘yellow ad’, highlighting the need to re-look at the scope of publisher networks, bidding strategies and processes in which ads are deployed. A crucial point of any DSP (demand-side platform) approach is to ensure the transparency, image, reputation, and data safety for the advertiser’s brand.

Media strategists, planners, marketers and brands have access to a host of rich insights and research tools to optimise and make informed decisions around media buying strategies. Extending campaign reach, reducing costs, and delivering contextual advertising messages, is not something exclusive to programmatic. Out of home advertising has been fulfilling such media objectives for years. Offering brands, a safe alternative with CPM’s of $1.5 and lower.
Highlighting the many benefits of multi-channel campaign strategies and value of integrating out-of-home advertising into the media mix, be it incremental reach, improving ad campaign recall, or driving online traffic. More importantly, these ads and impressions are contextually targeted, across a host of platforms, locations and environments, viewable by real humans, in the real world.

Out-of-home advertising offers a safe environment for contextual, relevant and highly effective advertising campaigns. With a variety of locations such as malls, train stations, and airports, with dynamic media formats to enhance campaign messages, drive awareness, and address lower sales funnel goals. When OOH is integrated with other media verticals, such as TV or mobile, campaign reach can be extended, and CPC and CPT prices can be driven down. Research shared by Campaign shows that mobile CTR (click-through rates) increase by up to 15% when OOH supports mobile advertising. An additional study from Outsmart, states better performing OOH campaigns create a 38% uplift in short-term brand action taken via mobiles, with 66% of all actions being direct to the brand itself.

An added edge for out of home advertising is how it complements and enhances online engagement. Based on a survey done by Nielsen, OOH can drive Search by an impressive 46%, and stimulate activity taken on a host of social channels, such as Facebook by 38%, Instagram by 25% and Twitter by 23%. Music to any digital marketers’ ears. We know that multi-channel campaigns deliver the best results. An essential consideration for media strategists and brands within the media mix, is the importance of supporting quality and reputable publisher networks, to ensure brand safety and reduce ad fraud, one such channel, with proven success, is out of home advertising.

Sources:
https://www.iab.com/news/ooh-mobile-integration/
https://www.marketingcharts.com/cross-media-and-traditional/out-of-home-81992
https://www.thedrum.com/news/2019/06/06/cost-global-ad-fraud-could-top-30bn