4 out of 10 brands advertise on insecure websites
A new study by Sizmek has revealed that 39% of marketers are not currently using a third-party brand safety solution. Almost 90 percent plan to shift their priorities in favor of a brand-safe presence in the next 12 months.
A recent study by Sizmek has examined the extent of brand safety concerns among marketers, with 38% confirming they have already served an ad on a malicious or unsafe website. The study, which surveyed more than 500 brand marketing decision-makers in Europe and the US, also revealed that only 61% of marketers currently have a solution or partner that can guarantee the brand safety of their digital campaigns. Sizmek's study is the first in a series of three surveys on the challenges that marketers currently face in the digital economy.
Challenges in the area of brand safety
Finding the right solution: Marketing managers are under increasing pressure to implement brand safety measures. At the same time, 64 percent find it difficult to implement an effective solution and 57 percent state that their current solution is too expensive.
Effects on performance: 64% of respondents complained that the brand safety factor had a negative impact on the performance of the ads in the course of the campaign. 71% find it difficult to reach the right target group in the right context without losing reach.
Effects of consumer protection regulations: 77% of marketers estimate that new data protection regulations, such as the European GDPR, will make targeting using third-party data increasingly difficult. This means that advanced contextual targeting will become essential in order to tap into new target groups.
New priorities for marketing managers
The right partners: With 62% of respondents stating that the digital media landscape has become too complex for them, it is clear that marketers are seeking more efficient and transparent relationships with advertising technology providers.
- 64 percent would like to reduce the number of providers in their supply chain
- 76 percent attach greater importance to the transparency of digital display inventory
- 63 percent are of the opinion that the walled gardens do not offer enough transparency
Take responsibility: In the part of the study designed to shed light on who is responsible for brand safety, 38 percent of marketers stated that the advertiser itself is responsible, while only 24 percent of respondents believe that the main responsibility should lie with demand-side platforms (DSPs) and other advertising technology providers.
Investments in brand safety: 80 percent of marketers stated that the successful and comprehensive implementation of audience and contextual targeting measures is a high to very high priority in the coming year. Of these marketers, 78 percent plan to expand their contextual targeting capabilities in the same period.
