"In order to make the best use of 2023 budgets, brands need to find a balance between scale and suitability. And, in a digital world, where platforms are able to reach huge global audiences, scale is at the fingertips of every brand. But, back in May, a panel session on the Tech Lab Stage raised the question: how can businesses manage the seemingly mutually exclusive concepts of safety and scale?"
"With the creation of new social platforms, the proliferation of content, and the rate of content consumption, chair Emma Lacey, SVP EMEA at Zefr, pointed out that the definition of brand safety today is a lot more nuanced. The global pandemic, elections, wars, and strong social movements have all dominated the media in the last two years - making decisions around what to advertise alongside infinitely more complex."
Industry experts convened at Advertising Week Europe in May 2022 to consider opportunities and challenges as the media landscape evolves. With economic uncertainty looming for 2023, marketers must maximize budgets and advertising effectiveness by balancing scale and suitability. Digital platforms offer global reach, but selection of safe, suitable content is increasingly complex due to new social platforms, proliferating content, the pandemic, elections, wars, and social movements. Brands must protect integrity and values while capitalizing on scaled audiences, assessing legitimacy and harm. As budgets tighten, avoiding placements that harm brand reputation or fail to reach intended audiences becomes essential.
Read at The Drum
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