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Digiday Media Buying Summit Fall 2019 | GroupM

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Presented by David Posada

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Digiday Media Buying Summit Fall 2019 | GroupM

  1. 1. 1 BRAND SAFETY RISKS • Viewability • Fraud • Demo • 3rd Party tracking Financial Risk • Content Environment • User Experience • Consumer Privacy • Anti-Piracy • Terms & conditions Reputational Risk Legal Risk
  2. 2. • Zero tolerance doesn’t mean zero risk • Brand safety is not an absolute, deterministic science. • Risk exposure to IVT and contextual incidents for performance & ROI? • All clients are focused on respecting consumer privacy & user experience • Each client (and even brand) has a different view of risk & brand suitability • The GroupM Brand Safety Risk Assessment is designed determine a balance of tolerance vs. tactics BRAND SAFETY RISK ASSESSMENT HIGH RISK TOLERANCE MEDIUM RISK TOLERANCE LOW RISK TOLERANCE Price Advantage through inventory scale Improved consumer experience Inventory quality advantage Reduced brand risk Quicker response to new risks Human-viewable exposure 2
  3. 3. 3 THE QUESTIONS BEHIND BRAND SAFETY WHAT COMMUNICATIONS SHOULD WE DEVELOP AROUND BRAND SAFETY & POSSIBLE MIS-STEPS? WHAT IS YOUR RISK PROFILE FOR BRAND SAFETY? WHAT DO YOU NEED TO DO TO IMPLEMENT THESE CHANGES? WHAT ARE WE PREPARED TO DO WITH PUBLISHERS THAT WON’T COMPLY? HOW COULD YOU ALIGN YOUR INTERNAL KPI’S WITH HIGHER QUALITY INVENTORY?
  4. 4. BRAND SAFETY ASSESSMENT: TOLERANCE VS TACTICS HIGH RISK TOLERANCE MEDIUM RISK TOLERANCE LOW RISK TOLERANCE PHILOSOPHY “Performance is the most important factor in our digital media selection decision process. Within reason, we direct our agency to use all available data, technology and media options to deliver KPI. We’re willing to accept a certain amount of risk regarding fraud, viewability, and questionable content environments” PHILOSOPHY “We believe in a balance between performance and brand safety. We expect our agency to use existing brand safety technology to inform and/or protect us from situations where we are incurring financial or brand risk especially around the growing preponderance of user generated social media environments” PHILOSOPHY “Brand Safety is our paramount concern. We believe in a zero-tolerance approach to all brand safety risks Furthermore we will only run with inventory sources that offer full human- viewable audience guarantees” Brand Safety evaluation consists of matching digital tactics to a advertisers’ self assessed risk tolerance 4
  5. 5. SET-UP & TACTICS ALIGNED WITH RISK TOLERANCE HIGH RISK TOLERANCE MEDIUM RISK TOLERANCE LOW RISK TOLERANCE CAMPAIGNSET-UPPROOGRAMMATIC&RESERVEBUYS STANDARD GROUPM CAMPAIGN GOVERNANCE: • GroupM MSA’s including Adjacency Guidelines, Fraud re-imbursement and data protection terms • Brand Safety Monitoring on all buys • GroupM Mandatory Exclusion List • 3rd Party Tracking and Reconciliation as available • GroupM Human-Viewable measurement used as optimization diagnostic STANDARD GROUPM CAMPAIGN GOVERNANCE PLUS: • Viewable Tracking, Optimization & Reconciliation when available • Brand Safety Blocking where available with limited keyword lists • Augment Mandatory Exclusion List with High Risk Optional Exclusion List • VPAID/VAST4.1 Sources preferred • Apply Risk Assessment to Social Media placements STANDARD GROUPM CAMPAIGN GOVERNANCE PLUS: • Brand Safety = Primary partner/tactic decision criteria • Layered Brand Safety partner set up • 100% Human-Viewable Reconciliation • Augment Mandatory Exclusion List with High & Medium Risk Optional Exclusion Lists • Brand Safety Blocking required with extended keyword lists • Buy only on GroupM approved Inclusion list domains • VPAID/VAST4.1 Video Sources Only • Proprietary io level terms and remedies • Extreme caution/avoidance of social user generated environments 5
  6. 6. Content environments have been mapped based on editorial approach to sensitive topics and contextual relevance 6 CONTENT RELEVANCE CONTINUUM BRAND SAFETY FLOOR [NEVER SUITABLE] HIGH RISK SUITABLE MEDIUM RISK SUITABLE LOW RISK SUITABLE CONTEXTUALLY RELEVANT Graphic, excessive use or promotion and advocacy of dirty dozen content Glamorization/ gratuitous depiction of dirty dozen content Dramatic depiction and topical news coverage of dirty dozen content Educational, informative, scientific or documentary treatment of dirty dozen content • Endemic • Target Relevant • Related Interests • Local Interest • Professional Interest
  7. 7. 7 INVALID TRAFFIC Fraud Non-Human Data Centers Injected Ads Fraud/Invalid Sophisticated Traffic (SIVT) Site Fraud Bot Fraud Known Bots/Spiders Unknown Browsers Known Data Centers General Invalid Traffic (GIVT)
  8. 8. 8 AD FRAUD BY MARKET
  9. 9. 9 GROUPM ENHANCED VIEWABILITY STANDARDS Channel MRC Standard GroupM Global Standard Display 50% Pixels In-View for 1 continuous second 100% Pixels In-View for 1 Continuous Second* Video – Premium/ Reach Extension (In-stream pre/mid roll) 50% Pixels In-View for 2 continuous seconds 100% Pixels In-View 50% Duration 15 sec. cap Sound On Video: Social In-feed, Native & Outstream (Nativo, Teads, Plista, etc.) 100% Pixels In-View 50% duration 15 sec. cap No Sound
  10. 10. 10 MORE ABOUT BRAND SAFETY

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