BRANDSAFETY
MARCH 2017
by Rich Sutton
Chief Revenue Ofcer,
Trusted Media Brands, Inc.
H
ow bad is the fake news/ad fraud/
transparency problem in the digital
advertising business Really bad.
Mark Pritchard, CMO of traditional
marketer P&G, called on publishers and
marketers to become transparent in the face
of “crappy advertising accompanied by even
crappier viewing experiences.” He went on to say,
“we have a media supply chain that is murky at
best and fraudulent at worst. We need to clean it
up, and invest the time and money we save into
better advertising to drive growth.”
Ouch. For someone who’s been selling digital ads
for 20 years, the comment really smarts. Even
more so, because he’s right.
SO, WHAT’S THE SOLUTION
Trusted Media Brand’s latest survey looks at
agency and marketer sentiment toward the
importance of key elements in the digital buying
process. The survey, commissioned by Advertiser
Perceptions on behalf of Trusted Media Brands,
asked nearly 300 agency and client-side
marketers about programmatic digital ad buying
and key concerns in digital advertising.
The key takeaway is that now, more than ever,
marketers need brand safe environments that
ofer targeted audiences to ensure reliable
and efective campaigns. While marketers like
the convenience and efciency of the open
exchange, they’re realizing that their brands can’t
thrive unless they’re in premium environments.
In the face of what can only be called a digital
advertising crisis, what are marketers thinking
about as we get into 2017 Other TMBI survey
highlights include key struggles participants
have when buying ads programmatically.
Results show that almost three-fourths of
participants (73 percent) agree the ability to buy
ads programmatically is important. Even more
important are brand safety and site credibility –
81 percent of digital decision-makers report that
a “brand safe” environment for advertising is a
high priority. However, brand safety is extremely
challenging to guarantee – 71 percent of
respondents say that it’s difcult to ensure brand
safe environments while buying programmatically
on the open exchange.
1|2017: MORE THAN EVER, MARKETERS NEED BRAND SAFE ENVIRONMENTS
2017: MORE THAN EVER,
MARKETERS NEED
BRAND SAFE
ENVIRONMENTS
2|2017: MORE THAN EVER, MARKETERS NEED BRAND SAFE ENVIRONMENTS
ADVERTISERS AGREE THAT BRAND SAFETY AND SITE CREDIBILITY ARE KEY
AUDIENCE TARGET DELIVERY AND VIEWABLILITY MOST IMPORTANT
IN DIGITAL BUYING DECISIONS
AGREE COMPLETELYAGREE SOMEWHAT
Percent of Respondents
36%45%Ensuring “brand safe” environmentfor advertising is high priority
35%46%
Given recent news concerning credibility of
digital sources, it’s even more important
to advertise on the right site
33%45%Audience targeting based on first partydata is becoming more important
32%49%
In today’s fragmented digital landscape, using
brand safe, trusted environments is more
important than ever
32%50%Ability to target both by data & context is the optimal scenario for digital ad effectiveness
20%51%
It’s difficult to ensure brand safe
environments buying programmatically
on the open exchange
19%43%Buying directly from premium publishers is ameans to increase engagement with advertising
81%
81%
79%
81%
82%
71%
62%
Q. How much do you agree with the following statements about digital ad targeting
Q. How important do you consider the following in your digital advertising buying decisions
Base: Involved in Digital/Mobile Advertising
EXTREMELY IMPORTANT
NOT VERY/NOT AT ALL IMPORTANT
SOMEWHAT IMPORTANTNEUTRAL
Audience target delivery
Viewability
Brand safe environment
CPMs
Contextual relevance
Ability to buy
programmatically
Percent of Respondents
64%32%4%
54%41%5%
46%43%10%
35%51%12%
33%51%15%
28%45%22%
1%
1%
2%
1%
5%
What else matters to
marketers Audience.
The factors most important
to marketers when making
digital buying decisions are:
1.Audience target delivery
(64 percent)
2. Viewability
(54 percent)
3.Brand safe environments
(46 percent)
One of our key takeaways
is the answer to this
statement: “Given recent
news concerning credibility
of digital sources, it’s
even more important to
advertise on the right site.”
Eighty-one percent
of
respondents agreed.
3|2017: MORE THAN EVER, MARKETERS NEED BRAND SAFE ENVIRONMENTS
LARGEST SPENDING INCREASE PROJECTED FOR AUDIENCE DATA TARGETING
AUDIENCE TARGET DELIVERY IS THE MOST IMPORTANT DRIVER
OF CAMPAIGN EFFECTIVENESS
Over the next 12 months,
half of digital/mobile
advertisers plan to
increase their spending on
audience data targeting.
Percent of Respondents
Percent of Respondents Rating 8-10
INCREASING
MAINTAINING
DECREASING
OPTIMISM -
Equals
% increasing spending
minus % decreasing
spending expressed as
a whole number
48
40
39
38
35
34
39
50%47%3%
78%
68%
64%
61%
61%
60%
57%
43%54%3%
42%54%3%
40%58%2%
40%56%5%
37%60%3%
43%54%4%
Audience data targeting
Audience target delivery
Ad creative
Brand safe environment
Site engagement
Ad interaction
Contextual relevance
Frequency
Retargeting
Behavioral targeting
Use of first party data
Contextual targeting
Dynamic content
Geo targeting
Q. How will your spending on the following digital ad targeting/buying methods change in the next 12 months
Q. How important are these features in driving efectiveness for digital ad campaigns (1 = Not Very Important; 10 = Extremely Important)
Base: Involved in Digital/Mobile Advertising
Accuracy and
relevance are key.
Seventy-eight percent
of participants said
audience target
delivery is the most
important factor
driving
campaign efectiveness,
followed by ad creative
(68 percent)
and brand
safe environments
(64 percent)
.
4|2017: MORE THAN EVER, MARKETERS NEED BRAND SAFE ENVIRONMENTS
Q. What do you see as the biggest challenge in digital advertising today
Q. In the next six months, how do you expect the transparency of the sites you run programmatic ads on to change
Base: Involved in Digital/Mobile Advertising
BIGGEST CHALLENGE IN DIGITAL ADVERTISING
We asked an open-ended question, “What do you see as the biggest
challenge in digital advertising today” Here’s a sample of the responses
we got under the heading of Trust and Transparency.
Transparency.
Lack of it has
resulted in us
taking a lot
in-house.
– Marketer Manager
Trusted site partners. – Marketer CEO
Credibility of actual and honest
audience and site delivery.
– Agency VP
Concerns include
“fake news,”
programmatic white lists
and viewability.
– Agency Director
It’s clear that brands and agencies want
transparency. That’s on both their direct
buys and programmatically run campaigns.
While reaching the right audience topped
the list of challenges among digital buyers,
transparency was also a common theme.
MORE THAN HALF OF ADVERTISERS SAY TRANSPARENCY OF SITES BOUGHT
PROGRAMMATICALLY WILL STAY THE SAME
Interestingly, marketers
were muted with
their outlook on
programmatic, saying
that they didn’t
think programmatic
transparency would
increase over the
coming months.
Percent of Respondents
56%
STAY THE
SAME
42%
INCREASE
2%
DECREASE
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