CNNIC SVP Rob Bradley article on The Media Online
How a tech and human approach can change the mindset from ‘brand safety’ to ‘brand suitability’
CNNIC SVP Rob Bradley wrote a piece for The Media Online titled 'How a tech and human approach can change the mindset from ‘brand safety’ to ‘brand suitability’'.
Read excerpts below and the full article on The Media Online.
...Many news publishers are finding themselves in a perfect storm at the moment – generating record audiences and seeing strong user engagement due to the public need for trusted news and information during this unprecedented news cycle, but at the same time seeing a downturn in revenue to support essential journalism as advertisers pause spend due to wider adverse economic conditions and/or shift spend from the news space due to fears of being aligned with hard news content.
“One example of how positive targeting works is how a brand wanted to be adjacent to positive health stories to support and raise awareness of cancer, particularly help guides and recovery stories.”
Rob Bradley, SVP, CNNIC
It is more important than ever for brand solutions to be present in the news environment as marketers strive to communicate their messages to engaged and large-scale audiences who are turning to trusted news organisations for facts and information. While it’s understandable that brands won’t want to be alongside all of our news content, we need to remember that by our very nature publishers like CNN are brand safe as they offer a premium environment, high quality content, engaged and affluent audiences and minimum fraud.