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PI Predictions: Resurgence in Brand Safety and User-Generated Content

PI Predictions: Resurgence in Brand Safety and User-Generated Content

PerformanceIN

In preparation for the new year, PerformanceIN continues its annual tradition of connecting with performance marketing experts to get their single biggest prediction for the industry in 2018.

Justin Taylor, UK managing director at Teads: This year we have seen a resurgence in brand safety, advertisers have woken up to the fact that you can’t guarantee a safe environment around user-generated content. Senior brand leaders are already taking this issue very seriously. In fact, when we conducted research amongst UK CMOS, 83% say they’ve become more concerned about brand safety and 95% have already overhauled their digital strategy to ensure they appear in safe environments.

The problem is not a quick fix and will persist as we move into 2018. But it’s clear that brands are fast losing patience with over a third (36%) having boycotted or reduced spending on channels that can’t guarantee a safe environment. This is a clear indication they want the tech giants to step up and tackle the problem head on. Brands want to know exactly where their spend is going. Many are demanding greater transparency from suppliers and agencies, with nearly half (44%) questioning their supplier relationships and 43% scrutinising agency relationships.

To tackle this issue the ad industry must work together throughout the year ahead to offer a safe environment for advertisers– this means supporting premium publishing and championing formats such as outstream that respect the user. We need to strive for excellence; improve user experience and deliver greater accountability.

Those who can’t guarantee a safe environment will find they will have no place in the digital plans of 2018.

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Got a question or comment – tweet Mustafa @Mos210890 ‏ or comment on Twitter, Facebook or LinkedIN.

Mustafa Mirreh

Mustafa Mirreh

Supporting the editorial team in PerformanceIN, Mustafa brings you the latest day-to-day news updates from the world of performance marketing, while also doing social media promotion, live reporting, blogging and interviewing with key industry players and stakeholders.

Based in Bristol, Mustafa graduate with a marketing degree before delving into the world of music journalism through self-starting an online blog and collaborating with other publications. Now he has joined the PI team and has set his sights on succeeding in digital marketing.

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