The audio advertising landscape is booming. From podcasts and music streaming to smart speakers and in-car audio, brands are eager to connect with audiences in this immersive environment. But with this growth comes a critical question: How can you ensure your brand’s message is heard in a safe and suitable context? Especially given the evolution of brand safety approaches and the dissolution of GARM (the Global Alliance for Responsible Media), brand safety in audio requires a proactive and strategic approach.
A New Era: Brand Safety Has Evolved
While the early days of audio advertising focused primarily on ad placement within music programming, the rise of programmatic advertising and diverse audio content has introduced new complexities. User-generated content, like podcasts with unscripted conversations, presents unique challenges for brands seeking to align with appropriate content.
GARM’s efforts to establish industry standards were a significant step, but its recent dissolution signals a shift in responsibility. We’ve learned a lot as an industry over the last decade about how brand safety is not all keyword blocklists, set-and-forget tactics. Now, more than ever, advertisers and publishers must take ownership of brand safety within their respective domains.
The Mechanics of Brand Safety: Technology and Strategy
Maintaining brand safety in audio requires a multi-faceted approach. It’s a blend of advanced technologies and strategic planning, working in harmony to safeguard your brand’s reputation.
- Keyword Blocking: This foundational technique acts as a first line of defense, preventing your ads from appearing alongside content containing flagged words or phrases. This ensures your brand steers clear of sensitive or inappropriate topics, but blocklists are not blunt instruments. They need to be tailored, well-considered, and ever-evolving. You should define where you stand on news content, because we have learned as an industry that avoiding news altogether is not the best answer – for brands or publishers.
- Contextual Targeting: Going beyond simple keyword exclusion, contextual targeting analyzes the overall context of the audio content. Factors like topic, tone, sentiment, and even the speakers involved are assessed to ensure alignment with your brand’s values.
- Brand Suitability: This advanced approach takes brand safety to the next level. It’s not just about avoiding negative content; it’s about finding the ideal environment(s) for your brand’s message. Brand suitability ensures your ads resonate with the right audience, in the right contexts, and reinforce your desired brand image.
- Human Review: While technology plays a crucial role, the human element remains essential. Expert review provides a nuanced understanding of context and ensures accuracy, especially in complex or ambiguous situations.
The Publisher’s Balancing ActÂ
For publishers, brand safety is a delicate balancing act. Attracting advertisers requires offering a brand-safe environment, but it’s equally crucial to maintain the integrity and authenticity of their content.
Podcast advertising, with its conversational nature and unpredictable flow, presents a particular challenge. Publishers must navigate this landscape carefully, finding the equilibrium between brand safety and genuine, engaging content.
The Advertiser’s Imperative: Protecting Brand in a Sound-Saturated World
Information travels at lightning speed these days, which makes an always-on approach to brand safety paramount. A misstep can have far-reaching consequences, quickly. To safeguard your brand in the audio sphere:
- Choose Partners Wisely: Align with publishers who share your commitment to brand safety and have robust measures in place. Look for transparency and a proactive approach to content moderation.
- Define Your Brand Safety Parameters: Clearly articulate your expectations and guidelines to publishers, leaving no room for ambiguity. Ensure they understand what constitutes safe and suitable content for your brand.
- Monitor and Measure: Implement ongoing monitoring and measurement strategies to track ad placements and assess the effectiveness of your brand safety efforts. Regular reviews are vital to maintain control and adapt to the evolving landscape.
The Future of Audio Brand Safety: Charting a Course in Uncharted Territory
The new brand safety mandate is a call for innovation, collaboration, and a proactive approach to navigating the evolving challenges.
As technology advances and consumer behaviors shift, brand safety will remain a critical focus, but what we as an industry mean by it continues to evolve. By staying informed, embracing new solutions, and prioritizing transparency, brands can confidently navigate the dynamic world of audio advertising.