Communications officers use state-of-the-art technology to
monitor undesirable content and not allow customer exposure
The trajectory of the propmark is very unique. For more than 50 years it was known as Caderno, although the original name was Propaganda&Marketing. With the advent of the internet, the market itself shortened the name and renamed it propmark, giving rise to the brand it has today. It was already in the standard format, printed on newsprint. A few years ago, it opted for a radical change, which was very well accepted by the market. It became tabloid style, its current format, on couch paper. Just like propmark, the advertising market has changed radically, and a lot, in the last few decades, leaving professionals a bit dizzy with so many frenetic twists and turns, but without neglecting to take care of reputation. Since that’s the case, the newsroom sought answers from the agencies on how to conduct work so that brands and advertisers do not run risks and fall into traps, such as the much-discussed fake news. Little care is taken with brand reputation, which has never been as important as it is now.
Rafaela Queiroz, VP of media and BI at DPZ, for example, talks about the agency’s routine when it comes to programming media to prevent campaigns and their respective advertisers from appearing in unwanted content. She says ensuring efficiency in a safe environment has always been a priority for DPZ. So, looking for partners that have strict policies related to brand safety is a reality within the agency, and this is a routine for the media team, according to her, which does not let anything go unnoticed. Through customized dashboards for the needs of each client, we use the data to monitor where our clients’ campaigns are being delivered, thus ensuring greater efficiency, she argues.
Vicente Varela, chief data and media officer at LewLara\TBWA, says that believing in and protecting brands is highly strategic at the agency. According to him, looking at brand safety and brand suitability needs to go beyond the processes of implementing campaign routines in a general way. It is necessary to understand the context in which the brands are inserted so that the security policies that will be implemented are the most appropriate and comprehensive. In this way, good practices involve establishing the main criteria that the brand considers appropriate and safe to display its ads and they need to be greater than the fundamental points, such as avoiding violent, sexually explicit content, hate speech, gambling or that promote illegal products. We need to think and consider the broad context in which the brand is inserted from its consumption and market journey, he reports.
For Varela, effectively, it is necessary to understand that this process needs to be fluid and constant through technical monitoring, updated frequently and guided by 3rd party verify diagnostic tools, which allowed constant updating, either through pre and post bidding learning.
Luiza Valente, head of media at VMLY&R, says that there are standard blocking lists for all clients, which can be adjusted in relation to a sensitive topic in the segment. In this case, an in-depth study of the territory is made to include greater content blocking, he reveals.
Vanessa Giannotti, VP of media at Ogilvy, goes even further and states that to avoid unwanted content in digital media, for example, many of her clients use brand safety tools, or even predetermined wish lists. However, in programmatic purchases, as many sites with dubious content are created daily, we run the risk of having customer parts delivered. For this reason, we frequently carry out a scan of the sites where the campaigns are being delivered and we deny these sites.
For our government customers, for example, who are even more sensitive to some issues, we don’t buy formats without being 100% sure of the quality of the issue and where the inventory is being delivered. For offline media, knowledge of the programming we are airing is one of the main differentials. Of course, we run the risk of a program having a more controversial interview or, in the case of a reality show, some inappropriate posture by a participant. But these situations are atypical and, should that happen, we take all the necessary steps to remove the client from the schedule.
Edu Lorenzi, CEO of Publicis, says that his agency surrounds itself on all sides to try to circumvent possible pitfalls for clients. He states that the media teams work in partnership with the data teams on the one hand, and with the creation and content area on the other. Everything to form a more informed opinion about certain contents and influencers, going beyond the mere mathematical technique of media, he explains.
Brivia’s CSO, Roberto Ribas, talks about his company’s routine. He declares that when he talks about self-service platforms, at the beginning of each campaign they do a tactical analysis to understand the point of view of brand suitability and brand safety and then adjust the campaign settings, using the security mechanisms of the platforms themselves.
When the purchase is made through IP, a meeting is held prior to placement to choose channels and align important points such as channels and portals that cannot in any way be linked to the campaign/brand and, whenever necessary, we hire additional tools, such as doubleverify. It is important to say that we value partnerships with reputable, serious vehicles and we always analyze those with a high quality index such as viewability, for example, says Ribas.
Read the complete article in the special anniversary edition of PROPMARK
