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How Can Marketers Manage Brand Safety With Influencer Marketing?
- Brand safety threats are a concern among more than 84% of marketers and more than two-thirds of marketers have dealt with brand safety issues before.
- Digital and social media platforms are responding to rising demands for improved brand safety tools.
- Influencer marketing offers brands the advantage of having more control over content placement.
- Brand safety in influencer marketing can be managed by following our proposed seven steps.
What Is Brand Safety?
Brand Safety Definition
In the context of digital marketing, brand safety by definition refers to the effort to safeguard advertising brands by avoiding association with harmful or questionable content online. In other words, brands advertising online aim to ensure their paid ads are not placed within or next to inappropriate content, as doing so could result in damaging the brand’s reputation in the eyes of consumer. While some forms of content can be considered universally objectionable, other brand safety concerns can be specific to an individual business.
Marketers have been met with challenges beyond impressions and conversion rates. Trust and transparency root brands in consumerism, so it makes sense that brands would prioritize protecting their brand. With the global digital ad spending forecasted to increase 17% to more than $327 billion in 2019, brand safety issues will surely remain top-of-mind for many marketers. In fact, a reported 84.4% of marketers consider brand safety to be a concern on some level, with nearly 40% saying it’s always a concern.Read More>>