DoubleVerify Unveils First-of-its-kind Research

First-of-its-kind Research by DoubleVerify Outlines Factors Affecting Brand Safety and Suitability

The new report from DV helps marketers navigate brand safety and suitability issues so they can protect their brands and improve campaign results.

The global “Factors That Influence Brand Safety and Suitability” report was published by DoubleVerify (“DV”), a leading software platform for digital media measurement, data, and analytics. The ground-breaking study is based on responses to ads and content stimuli from over 19,000 participants across 17 countries, and it was carried out in partnership with Publicis Media and top companies like Kraft Heinz, Reckitt, and Comcast. The findings aid advertisers everywhere in their quest for a more comprehensive and nuanced approach to brand safety and suitability by helping them better understand the elements they should take into account.

Importantly, the study shows that concentrating only on content adjacency-the placement of an advertisement next to a particular piece of content-is only a starting point for choosing a safety and suitability strategy. To create successful and lasting campaigns, advertisers must consider context as well as the message the advertisement is intended to convey, the audience’s perception of the advertisement, and the brand’s own sensitivities.

According to Mark Zagorski, CEO of DoubleVerify, “by adopting a more holistic approach to brand safety and suitability, brands can not only maintain their reputation and integrity but also ensure that their advertising efforts resonate with the target audience and deliver the desired results.” The report’s conclusions allow advertisers to take a more thorough and sophisticated approach to brand safety and suitability.

Yale Cohen, EVP, Global Digital Standards, Publicis Media, stated that “DV’s research challenged industry norms, viewing this topic from a consumer lens and illustrating that “one size does not fit all” when it comes to brand suitability.” “This innovative approach combines the viewpoints of the consumer and the industry to better comprehend the insights that exist at the nexus of brands, consumers, and content. Our knowledge will enable us to tailor suitability settings, enhancing the scale and protection of our brand clients as they work to forge deeper connections with customers.

The report answers important industry questions like what aspects affect consumers’ perceptions of brand suitability and safety the most and what other factors, like geography or demographics, advertisers must take into account. A brand’s suitability settings can be reviewed and updated using the report’s best practises. Key conclusions:

Alignment of Brand Message and Content Modifies Consumer Perception

Specific content categories are thought to benefit more from certain brand messages. For instance, a majority of 44% of respondents thought it was appropriate when a healthcare advertisement appeared next to sexual and adult content with low risk. In contrast, 48% of respondents thought an alcohol advertisement was inappropriate when it appeared in the same setting.

Our digital advertising strategy at Reckitt includes considerations for brand safety and suitability. The research gave us pertinent information about which categories are most and least suitable. Craig Fryer, Global Media Director at Reckitt, said that it “reinforces our approach to brand safety and suitability as well as how we understand local differences across countries.”

It’s Important to Note Regional and Country Differences

The perception of suitability is significantly influenced by geography. For instance, in France and Indonesia, medium-risk alcohol content was rated as the category most appropriate, while in India and Vietnam, the same stimulus was rated as the category most unsuitable.

The latest brand safety and suitability research from DV “provided useful and relevant insights,” according to Nick Jazerian, vice president of media for Kraft Heinz in North America.Brand safety and ethical marketing are key areas of focus for Kraft Heinz, and this study demonstrates that there is no one-size-fits-all approach to creating ethical campaigns. Different demos, genders, brands, and nations have different risk tolerances, and we must adapt our brand safety and suitability practises to account for the important distinctions.

Demographics Influence Consumer Sensitivity

Older respondents, those in rural areas, and women were more sensitive in general.

  • Consumers 65+ were on average, 17% more likely to rate content as “unsuitable” when compared to the youngest demographic.
  • Younger respondents expressed a more favorable response to all tested stimuli. They were notably more receptive to medium-risk Adult and Sexual content (24% more suitable) and Celebrity Gossip (29% more suitable) compared to the older demographic.
  • Globally, men found ads alongside all content types more suitable. On average, they rated content 8% more suitable and 4% less unsuitable compared to women.

“This research showed us how dynamic brand suitability settings must be, as well as the many variables that affect how consumers perceive our brands and how these factors all change over time. We are modifying our suitability profiles in response to this research, working with Publicis (Spark Foundry) and DoubleVerify, and we intend to do so on a regular basis, according to Todd Rosen, Executive Director of Programmatic Strategy at Comcast.