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Brands Concerned with Safety – But Aren’t Taking Enough Action

A recent study has found that 75% of companies reported to being exposed to risks concerning their brand safety, and 10% of them admitted to this being a regular occurrence. 70% reported that they take this risk seriously. Despite that fact, however, only 26% of the respondants said that they have taken any type of action in response to this threat.

There are many types of brand safety concerns that companies can experience. 47% of the companies that replied said that they went through blowback on social media due to a post, share, or other event. 25% said they got negative press due to the issue, but only 13% said they lost revenue. 44% of the companies said they have struggles related to images that can cause issues with their brand, and 32% say the same about videos.

GumGum president and COO, Phil Schraeder, in a press release stated, “With brand safety now reaching epidemic levels, we need a comprehensive understanding of how these issues occur in the first place and impact the brand ecosystem.”

Brand safety is extremely important, and something we hear about every day. Whether it is a brand that publishes a YouTube ad, which is then featured alongside offensive content, or an employee making a social media post that doesn’t go over well, these are serious risks.

Ad networks and publishers are starting to take action to try to reduce the overall risks for their brands, but this is a difficult task. Companies themselves need to take the threat more seriously, and take internal action to help keep their brand safe.

Pesach Lattin
Pesach Lattin
Pesach "Pace" Lattin is one of the top experts in interactive advertising, affiliate marketing. Pesach Lattin is known for his dedication to ethics in marketing, and focus on compliance and fraud in the industry, and has written numerous articles for publications from MediaPost, ClickZ, ADOTAS and his own blogs.

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