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{"id":66614,"date":"2020-05-28T08:06:42","date_gmt":"2020-05-28T12:06:42","guid":{"rendered":"https:\/\/www.beet.tv\/?p=66614"},"modified":"2020-05-28T14:46:54","modified_gmt":"2020-05-28T18:46:54","slug":"covid-19-keyword-blocking-is-down-88-ias-utzschneider","status":"publish","type":"post","link":"https:\/\/dev.beet.tv\/2020\/05\/covid-19-keyword-blocking-is-down-88-ias-utzschneider.html","title":{"rendered":"COVID-19 Keyword Blocking Is Down 88%: IAS’ Utzschneider"},"content":{"rendered":"Education, technology and facts may now be winning back some advertisers who fled news at the start of the COVID-19 pandemic.<\/p>\n
In this video discussion with John Montgomery, GroupM’s Global EVP of Brand Safety, Integral Ad Science (IAS) CEO Lisa Utzschneider reveals new research showing advertisers’ keyword blocking of news stories containing “coronavirus” and “COVID-19” is subsiding.<\/p>\n
“In the US, we’ve seen an 88% decrease in keyword-blocking of those specific keywords, the volume of blocking, and, in the UK, we’ve seen a 77% decrease,” she says.<\/p>\n
“Over the past few weeks, we’ve definitely seen a decrease and marketers becoming more comfortable running their brands adjacent to COVID content.”<\/p>\n
What may be a turning of the corner is happening for several reasons…<\/p>\n
Education bearing fruit<\/h2>\n
Alarmed by advertisers shunning news sites early in the pandemic, publishers, broadcasters, agencies and industry bodies have worked hard to convince them it may be futile and destructive.<\/p>\n
IAS’ Utzschneider says publishers have sent her “unsolicited thank-yous” for having published research and information which may be changing advertisers’ minds.<\/p>\n
“Education is critically important,” Montgomery says. “When we did some research, our team did a research of 80 of our largest clients, what those clients came back with is that 92% of them are now either not blocking news at all.<\/p>\n
“Or, if they’re using any form of keyword-avoidance, they’re doing it in a sophisticated way by combining the really grim news with something like ‘COVID-avoidance’, maybe ‘COVID-avoidance’ and ‘death toll’, or ‘refrigerated trucks’, or ‘miracle cure’ or anything like that.”<\/p>\n