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BizReport : Advertising archives : November 11, 2009


Internet Marketing 101: How ad placement can harm - or help - brands

It is the fear of marketers the world over, both big brands and small businesses. Improper ad placement - finding an ad for a child's toy, for example, adjacent to adult content. Although most marketers do try to police the marketplace, even the most diligent advertiser and publisher cannot be 100% effective. Enter the AdSafe platform, which assists marketers in making certain that ads are placed properly to protect the brand.

by Kristina Knight

First, is inappropriate ad placement a general concern? Or can most brands ignore it?

"It really depends on the brand. What is appropriate for the Pillsbury brand won't necessarily be appropriate for Calvin Klein. The hate speech and the inappropriate images are universal, but if you're Pillsbury there are more sites which may be inappropriate. If you're Calvin Klein, you might have a little more leeway," said Kent Wakeford, Chief Revenue Officer and Co-founder of AdSafe.

">The AdSafe platform works by rating online content and sending those ratings into a firewall platform. Marketers and brands can set their own firewall ranking which will ensure that their ads are not placed below a certain threshold. By controlling where ads are placed, marketers have a better chance at protecting the brand and ensuring a positive brand image.

"For example, a brand advertiser can prevent ads from being shown adjacent to inappropriate content - adult content, hate speech, illegal activities and even profanity," said Wakeford. "It also prevents placement of CPG brands on sites targeted to kids under the age of 12 and can prevent off-label advertising for pharma companies, meaning that a cholesterol drug wouldn't be marketed for weight loss."

Using a semantic algorithm, analysis of website images and adding in scoring by actual employees, the ratings help brands to create and keep a solid reputation. To date, AdSafe has rated five billion webpages. Why is this type of ranking and rating system so important? Two reasons: the proliferation of adult content sites and the increased use of social media by nearly all consumers.

"You have microsites, major publishers and social consumers using white-label social platforms to post pictures, create profiles. That is great stuff, but as soon as the brand does this it opens them to all sorts of commentary - both positive and negative," said Wakeford. "[In the case of negative/inappropriate commentary] we scan and pick up the links, text or images which are inappropriate for the brand. We'll monitor and report on it and the brand can then take action - they can delete the user, delete the content or take other action."

With these new threats to brand, should marketers avoid the social marketplace in favor of more traditional ad placements? No. Consumers are in the social marketplace so marketers need to be there, too, but marketers do need to be aware of the potential problems and take actions before the brand is harmed.

"We're seeing a rise of inappropriate adjacencies because of the long-tail user generated content (UGC) and the non-transparency of [some] advertising exchanges. The challenge is that using these technologies, ads are put into a less controlled environment," said Wakeford. "Also, as UGC expands there is the risk of the brand being placed next to an inappropriate consumer posting, and retargeting, which is a great new tool, is reaching consumers in environments which may or may not be appropriate or the right environment for the brand."






Tags: ad placement, AdSafe Media, advertising strategy, online ads, online advertising, online content, social marketing








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  • Great piece. Kent and the AdSafe team are doing their part to increase the security of brand advertising online - something we believe strongly in as well. If we can reduce the amount of revenue generated by rogue sites and bad actors, CPM's for legit publishers will rise and the total size of the online ad pie will grow...

  • Great piece. Kent and the AdSafe team are doing their part to increase the security of brand advertising online - something we believe strongly in as well. If we can reduce the amount of revenue generated by rogue sites and bad actors, CPM's for legit publishers will rise and the total size of the online ad pie will grow...

  • Great piece. Kent and the AdSafe team are doing their part to increase the security of brand advertising online - something we believe strongly in as well. If we can reduce the amount of revenue generated by rogue sites and bad actors, CPM's for legit publishers will rise and the total size of the online ad pie will grow...

  • I am glad to have this come into the open as indiscriminately placing the ads all over the place can hurt all of us. This reminds me of Google Adsense. I think they try hard to make sure that the ads are placed on pages that are related to the advertisements. And now this adsafe platform can help even more.

    Evelyn Guzman

    http://www.homebusinessstep... (If you want to visit, just click but if it doesn’t work, copy and paste it onto your browser.)





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