Following the recent revelation that a whole host of household names have inadvertently appeared alongside extremist content, brands and their agencies are suddenly beginning to realize that without careful consideration for brand safety, no one is immune from the potential risks of programmatic advertising. Travel brands are no exception.
In fact, according to our data, in a typical demand-side platform environment, an average of 1.7% of ad impressions present a brand safety risk for travel advertisers as a result of standard objectionable content featuring pornography, illegal drugs, alcohol or salacious topics.
When you consider that this equals over 1.8 billion ad impressions over a one-month period in the UK alone, the scale of the problem becomes clear.
But this is just the beginning. In addition to generic inappropriate content within travel, there is plenty of non-standard negative content that also has the power to harm individual brands. The presence of such content can be more widespread than the standard objectionable content and presents an even greater risk of brand damage. For example, natural disasters (which according to our data accounts for 0.1% of impressions), terrorism (0.8%), and crime (3.4%) all pose brand safety risks.
So, what measures can travel companies put in place to uphold brand safety and ensure their future marketing campaigns take off?
Learn how blacklists, whitelists and keyword filters aren’t enough to protect brands from the risk of exposure in ADmantX CEO Giovanni Strocchi’s recent article at travel industry site Tnooz, “How travel marketers can avoid awkward ad placements and protect the brand.”