Yes, you read it right! This striking admission isn’t from a dystopian movie script, it’s the reality of marketing and advertising amidst 2021’s election season. Misinformation and brand safety concerns are, quite literally, on the ballots for advertisers. The proximity of advertising aired during a politically charged election season presents unique challenges, and here’s why:
Transparency, misinformation, and the looming question of brand safety have become the cornerstone of numerous discussions within the digital advertising industry. As campaigns heat up and the election draws near, the reverberations of these concerns are felt more acutely than ever by advertisers worldwide.
Misinformation: A Persistent Thorn
The proliferation of misinformation, particularly in the run-up to an election, is a known thorn in the digital landscape. From doctored images to fake news and phoney polling data, the spread of misinformation poses significant risks for marketers. Marketers must scrutinize sources meticulously to avoid inadvertently aligning their brands with false information that can erode consumer trust.
Brand Safety is not a Mere Maybe, but a Must-Have
Brand safety, the other daunting challenge, has emerged as a high-stakes game in the digital advertising space. Brands must carefully navigate the advertising landscape, creatively crafting campaigns that maintain the balance between staying topical and not associating with controversial content. This delicate balancing act is amplified during the politically charged election season, with its potential for polarizing content.
The stakes get even higher when considering programmatic advertising. The complexity and vastness of programmatic buy-in mean specific placements can’t always be controlled, and accidental alignment with controversial content might occur. Therefore, the strategies to ensure absolute brand safety need to be multi-layered and extra vigilant.
What Now?
Understanding these challenges, what should advertisers do to navigate the shark-infested waters of this election season?
1. Employ Stringent Verification Tools: Invest in state-of-the-art content verification tools to continually monitor your brand’s online presence. These tools can ensure your programmatic advertising efforts do not inadvertently support or appear alongside misinformation.
2. Increase Transparency: Make it clear to your audience that you value their trust. Regularly communicate your efforts to combat misinformation and maintain brand safety—your audience will appreciate it.
3. Foster Partnerships: Establish strong relations with trustworthy publishers and platforms capable of meeting your brand safety standards. Review and secure your ad placements, eliminating the chances of unintended associations.
4. Explore Alternative Marketing Channels: In such tumultuous times, it might be wise for marketers to diversify their marketing efforts. Exploring alternative, less controversial platforms or marketing channels can provide a buffer and help maintain a ‘safe’ brand image.
Navigating the marketing landscape amidst an election season is a formidable task. The challenges are numerous, but by taking a proactive approach towards misinformation and prioritizing brand safety, advertisers can successfully traverse these trying times. After all, every challenge presents an opportunity for innovation and growth. And remember, it’s not just about surviving the election season—it’s about emerging stronger.
