As a business, it is important that you focus on ensuring that your ads are displayed in the correct locations. If you do not, then you may actually end up doing far more harm than good to your business. Here, we want to discuss some of the things that you absolutely need to know about brand safety.
What is Brand Safety?
Before we can really dive into the things that you need to know, we have to discuss what brand safety actually means, right?
This concept essentially means that your ads are going to be displayed in the right locations. This means locations that are not going to have a negative impact on a business. Imagine if your ad was displayed next to one of the following:
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Terrorism
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Fake news
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Negative reviews about your product or company
It wouldn’t really be a good look for your business, would it? In fact, in the first example, somebody may look at your ad and say “oh, this company is supporting terrorism, why should I give them my money?”. You may think that this is an extreme example, but it really isn’t. You will be surprised at how many locations online your ad can appear in this context.
Basically, safety is all about ensuring that you get your ad placements in a position that only benefits your company.
People Are Less Likely to Spend Money on Companies That Advertise in the Wrong Locations
Did you know that some studies have indicated that over 80% of people that buy online will refuse to buy from a brand that has advertised in a poor location? This doesn’t even seem to be a short term loss in that potential customer’s business either. It tends to be a longer term loss. Some of these people may never buy from you again simply because they saw your advert in the wrong location.
Brand Safety Increases Conversion Rates
If you have your advert in the right locations, then people will be more likely to buy from you. This increases conversion rates. As a result, your advertising becomes a lot cheaper. Remember, the goal of every advertiser is to ensure that conversion rates are as high as possible, so this is important.
It Is Different To Brand Suitabiity
While awareness and suitability often go ‘hand in hand’, they are slightly different. Safety is all about ensuring that your ads do not appear in negative locations, while suitability is about ensuring that they only appear in highly curated locations. In an ideal world, you would be trying to implement a little bit of both into your marketing campaign. This will tend to result in having higher conversion rates.
It Isn’t That Difficult to Implement
Surprisingly, it isn’t that difficult to introduce brand safety into your marketing strategy. Yes. You will have to work with a business that is experienced in brand safety, but these shouldn’t be that difficult to track down. Although, you will have to do your research to ensure that they are employing the right strategies.
Remember, proper implementation will include:
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Curated lists of where ads shouldn’t be displayed.
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Curated lists of the locations most suitable for the brand.
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These lists should be constantly updated.
If you can find the right company to deal with your safety, then you will notice a huge increase in your conversion rate.
Conclusion
As you can see, there are several reasons why you should be focusing on brand safety. If you want to increase the amount of money that your ads generate, this is one of the best methods that you can use…particularly if you are looking to build up a long term brand.
