What is Brand Safety?

"The value of trusted, transparent and engaging viewing environments has never been more important."  - James Rooke, President, Comcast Advertising

A company’s brand reputation is one of its most valuable assets, as 20% of its enterprise value is based on its brand. 80% of marketing professionals believe brand safety is a major concern, however, only 58% of senior advertising executives say they would pay a premium for safe placements.

Why does this matter to advertisers? Aside from protecting your brand’s reputation, mitigating the risk of brand safety begins with the partnerships you make. Establishing direct relationships with trustworthy and premium publishers can reduce and even eliminate brand safety risk.

Within What is Brand Safety you'll find insights on:

• Why consumers feel that brands bear responsibility for ensuring their ads run beside content that is safe
• How different platforms pose different risks for brands when it comes to safety
• The different tactics and frameworks leveraged by advertisers to implement effective, brand-safe messaging