The Importance of Brand Safety in the Age of the Internet

A company’s brand is a big part of what allows it to be profitable in the long term, and because of the fact that this is the sort of thing that could potentially end up impacting company futures most enterprises tend to place a lot of emphasis on brand safety. With all of that having been said and out of the way, it is important to note that in this modern day and age brand safety has ended up becoming perhaps the single biggest issue that a lot of companies tend to end up facing.

If you look at global internet use averages, the global average has now come up to 6 hours and 49 minutes per day. This is a combined total that takes into account all kinds of usage from personal computers, smartphones, gaming consoles, tablet computers and many others. However, if you zoom into these figures you would see that about 3 hours out of the total 6 hours and 49 minutes currently spent online on average is spent on mobile phones which means that these kinds of devices should be a priority for any top notch marketer.

The number of ads that the average person gets exposed to over the course of the day has increased tenfold in the past fifty or so years, going from 500 a day to 5000 a day currently. This means that the ad market is highly saturated, and this tends to make brand safety a bit of an issue. This is because of the fact that when you have so many ads, the chances for fraud occurring tend to increase. Ad fraud is already an expensive thing for companies to deal with, with the number currently at $34 billion a year and expected to go up to $87 billion a year in the coming years.

According to a Adcolony's survey of people between the ages of 17 and 75, about 21% of respondents said that they first encountered an ad on Facebook. Both mobile games and Google took second place with 19% of respondents each saying that they first saw a mobile ad on one of these platforms. This is a problem since about 47% of Facebook users and 25% of YouTube users have reported seeing content that could be harmful for the brand. In fact, 56% of all users say that their opinion of a brand was negatively impacted when they saw it next to this kind of content.

Fake news is a real problem as well, but it is less so on mobile games and Snapchat where only 7% and 5% of fake news was spotted which is miniscule compared to Facebook and the like.


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