Why Traditional TV Companies Are Looking to Call Out Platforms on Brand Safety and Transparency

Sep 3, 2024

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Next in Media spoke with Sean Cunningham, president and CEO of the Video Advertising Bureau, on the industries debate over what constitutes premium content, and why in his view brands should demand far more control and transparency for their campaigns on social platforms.

Takeaways:

• State of the TV Ad Market: The TV ad market is in flux, influenced by shifts to streaming, social video, and significant changes in major players and distribution formats.

• Importance of Premium Content: Premium video content is defined by being professionally produced, long-form, significantly engaging, and brand-safe, which distinguishes it from user-generated content and social videos.

• Brand Safety Concerns: There is a growing emphasis on brand safety, with many advertisers becoming increasingly cautious about where their ads are placed, particularly on platforms that lack transparency.

• Role of AI in Media Buying: AI and automation are becoming more integrated into media buying and planning, raising concerns about transparency and the potential for decreased brand safety.

• Granularity in Ad Placement: Advertisers are demanding greater granularity and transparency in ad placement, including details about platform type, device, content length, and the nature of the content.

• Trust and Partnership: The trust between marketers and media partners is crucial, particularly in ensuring that investments lead to effective advertising and that there is a clear path to remedy any issues that arise.

• Evolving Role of Media Agencies: Media agencies must continue to evolve, offering sophisticated tools and strategies that go beyond traditional media buying to thrive in the changing landscape.

• Dual Focus on Brand and Performance: Successful marketing strategies should balance long-term brand-building efforts with short-term performance goals.

• Future of Premium Advertising: The industry needs to clearly define what constitutes a premium advertising experience to avoid commoditization and ensure continued investment in high-quality content.

Guest: Sean Cunningham

Host: Mike Shields