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Ad misplacement and the
implications for brand
management
Sarah Hall - @hallmeister
CIPR President-Elect
13 July 2017
Ad misplacement
Ad misplacement nothing new
Meet Maria – missing child in Greece,
introduced to me by a 30 second Schwartz...
Ad misplacement
Brand safety discussion reignited
following large scale YouTube and
Google issue where adverts were
placed...
Reputational issues
Ad placement ever more challenging in
the context of fake news
Growing phenomena due to technology
and...
Reputational issues
Brands need to be risk aware and embed
it into their crisis planning
Brand purpose needs to be revisit...
Rebuilding trust
The 2017 Edelman Trust Barometer reveals largest ever drop in trust
across the institutions of government...
Sarah Hall
@Hallmeister
sarah@sarahhallconsulting.co.uk
www.sarahhallconsulting.co.uk
07702 162 704
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The brand Implications of misplaced ads

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A presentation prepared for the Fake news - scope, public trust and options for policy conference, organised by the Westminster Media Forum on Thursday, 13 July

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The brand Implications of misplaced ads

  1. 1. Ad misplacement and the implications for brand management Sarah Hall - @hallmeister CIPR President-Elect 13 July 2017
  2. 2. Ad misplacement Ad misplacement nothing new Meet Maria – missing child in Greece, introduced to me by a 30 second Schwartz tea time ad in 2013 Ad was placed using blind networking based on behavioural and contextual targeting The risk attached to pre-roll video before news items depending on story is now reduced but display ads still regularly appear next to distressing editorial content and TV ads appear in programmes showing violence, drugs, racial hatred etc Much greater sensitivity to this online than in the paper Image via Daily Mail
  3. 3. Ad misplacement Brand safety discussion reignited following large scale YouTube and Google issue where adverts were placed next to contentious political and religious content Advertising pulled by major players including the BBC, Marks & Spencer, Lloyds, L’Oreal and HBSC until new checks in place Google response: changes to controls; investment into advertising policy enforcement; proactive monitoring of content to check whether appropriate BUT 400 hours of video content uploaded per hour - major challenge
  4. 4. Reputational issues Ad placement ever more challenging in the context of fake news Growing phenomena due to technology and perception confirmation bias But fake news actually as old as time Today two main motivations: - Profit gain - Propaganda; to influence public opinion or an election result
  5. 5. Reputational issues Brands need to be risk aware and embed it into their crisis planning Brand purpose needs to be revisited; values need to form basis of all marketing activity – see @stopfundinghate campaign Brands need a role in society outside of profit generation to maintain legitimacy Follow best practice: Internet Advertising Bureau display ad guides to enhance the creative approach, speed sign off and enhance brand trust
  6. 6. Rebuilding trust The 2017 Edelman Trust Barometer reveals largest ever drop in trust across the institutions of government, business, media and NGOs, with trust in media at an all time low in 17 countries Not in the interest of news sites nor brands to propagate lies Brands MUST work with Google, Facebook and others to find solutions, maintain momentum Question is less about the advertising but more about highly contentious content and how to prevent this being posted online Consumer education piece critical; how to identify fake news (what role can brands play in this?) and how the advertising process works to mitigate reputational risk (role for media and government)
  7. 7. Sarah Hall @Hallmeister sarah@sarahhallconsulting.co.uk www.sarahhallconsulting.co.uk 07702 162 704

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