Is Brand Safety Essential? 67% of Mobile Advertisers Say Yes

The factors that consumers consider while making purchasing decisions tend to change dramatically from decade to decade or even year to year. Marketers must therefore figure out what the biggest priority is at any given point in time because of the fact that this is the sort of thing that could potentially end up helping them cater to consumer needs more effectively. It turns out, mobile advertisers have a very specific priority in mind that they deem essential.

With all of that having been said and now out of the way, it is important to note that 67% of mobile advertisers stated that brand safety was critical to their future success, as per IABEurope report. Customers need to be able to trust brands, and brand safety is a core component in turning that into a reality. The industry has actually made some great strides forward in this regard.

Back in 2019, 36% of marketers felt like they had done a decent job at preventing safety issues from becoming too prevalent. By last year, that proportion had increased to a healthy 53% with all things having been considered and taken into account. 71% of marketers stated that advances in technology have made it easier to focus on brand security than might have been the case otherwise.

However, another thing that this survey revealed was that marketers were facing many of the same challenges as they used to. At least 50% of marketers said that the believed this was the case, and that does not bode well for the future since it suggests that older problems have not been resolved with any degree of permanence.

80% of the marketers who responded to this survey also stated that brand safety requires a customized approach. Adopting a one-size-fits-all approach will not be conducive to bringing any improvement to the level of brand safety that is currently prevalent. It will be interesting to see how brands manage to overcome these challenges during 2023, as well as whether or not they have the chance to fix this issue which has been plaguing the marketing sector for quite some time now.

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