Is your brand protected? Assessing brand safety risks in digital campaigns

Ross W. Johnson, Clay Voorhees, and Farnoosh Khodakarami

Brand safety refers to the strategies that brands undertake to avoid their advertisements being associated with negative content on the Internet.
Johnson et al

Management Slant

  • More than 80 percent of advertising professionals agree that brand safety is a major concern for their organizations.
  • Advertising professionals are willing to pay a 50 percent price premium for programmatic platforms that could ensure safe advertising placements.
  • Senior executives are more concerned about brand safety risks and willing to pay more for safe placements than managers and directors tasked with implementing advertising strategy.
  • Results of an experiment validate these concerns, as negative emotions associated with unsafe online content can spill over to impact negative emotions toward the advertisement and, ultimately, brand...

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