Brand Protection from Digital Content Infection
Safeguarding Brand Reputation Through Diligent Ad Channel Selection
In partnership with:
Dow Jones is a global provider of news and business information, delivering content to consumers and organizations around the world across multiple formats, including print, digital, mobile and live events. Dow Jones has produced unrivaled quality content for more than 130 years and today has one of the world’s largest news gathering operations globally. It produces leading publications and products including the flagship Wall Street Journal, America’s largest newspaper by paid circulation; Factiva, Barron’s, MarketWatch, Financial News, DJX, Dow Jones Risk & Compliance, Dow Jones Newswires, and Dow Jones VentureSource. Dow Jones is a division of News Corp (NASDAQ: NWS, NWSA; ASX: NWS, NWSLV).
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The CMO Council is teaming with Dow Jones to engage the Council’s global members, affiliates, partners and audiences on the topic of brand reputation and risk associated with programmatic buying of digital media advertising. As noted in the news, limitations in this technology-driven process have resulted in notable, image-sensitive brand ads appearing within or alongside hateful, derogatory and offensive rich media content, fake news, as well as non-contextual and inappropriate online channels.
As a result, chief marketing officers from the world’s most trusted and respected advertisers are taking steps to protect and safeguard their brands by reducing spend in certain digital channels until better controls, compliance and assurances are in place regarding the placement of ads and the integrity and relevance of content and audiences.
Programmatic media buying is on track to account for nearly 80 percent of all mobile and digital display ad placement this year, and is expected to represent some $33 billion in spend, notes Adweek. However, brands and their agencies are challenged to make sure they better control the content environments in which their ads are positioned at scale through automated systems. Many of those advertising in Google and YouTube have been compromised when their ads have run next to inappropriate, questionable, and hateful content that is not produced by trusted and reputable editorial sources. Despite these risks, automated ad buying will likely top $45 billion by 2019, notes eMarketer.
The CMO Council plans to explore the issues, implications and impact of this further through conversations with domain experts; dialogues with large advertisers (technology, communications, travel, hospitality, luxury goods, fashion, financial services, health care, automotive, professional services). It will also survey consumer and business audiences; as well as conduct analytics of social media postings, editorial coverage and blogger commentary on the topic. Release of thought leadership reports and strategic briefs resulting from these interactions will lead up to a CMO Council/Dow Jones Roundtable on the topic during the 2017 Cannes Lions International Festival of Creativity from June 17 to 24.
Topics to be explored with brand marketing decision makers and customer audiences include:
- Level of marketing leader sensitivity and concern regarding digital ad content compromises
- Plans and intentions to safeguard and protect brand integrity in digital advertising channels
- Importance and value of content and channel to brand advertising effectiveness and message delivery
- Measurements of harm or reputational impact on brands associated with adverse content
- Incidence and nature of brand compromises in online digital advertising programs
- Best practice approaches to assuring brand integrity in programmatic ad buys
- Using digital advertising science to create greater brand compliance and accountability
- Consumer and business buyer perceptions and reactions to brand misplacement in crowdsourced content channels
- Impact on allocation and evaluation of media strategy, selection, spend and buying approach
- Level of satisfaction with digital advertising effectiveness, economics, efficiency and transparency