In the aftermath of the 2017 brand safety scandal we asked media planners… do you know where your campaigns are running?
We did a poll across the UK, US & DE and found that just one in four advertising buyers and planners at leading media agencies (27.27 per cent) say with confidence that they feel informed of the brand safety measures of the ads they buy.
- Over a third (33.33 per cent) do not feel informed and one sixth (15.15 per cent) either only feel informed from certain vendors or to a partial extent.
- Nearly a quarter of respondents (24.24 per cent) failed to answer the specific question put to them on how informed they were of ad vendors’ brand safety measures.
Such alarmingly low levels of knowledge persist in the wake of the 2017 brand safety scandal and despite 87.87 per cent of ad planners and buyers stating that their number one priority is ensuring brand safe environments for their marketing clients.
The future is bright!
However, ad buyers are becoming more active on brand safety!
Nearly half (49.99 per cent) say they will be actively asking for brand safety information in media buys following the scandal, and nearly three quarters (73.43 per cent) agree with pulling ad spend on sites that have unsafe content, as huge brands across the world did in spring 2017.