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{"id":71467,"date":"2021-01-28T08:03:17","date_gmt":"2021-01-28T13:03:17","guid":{"rendered":"https:\/\/www.beet.tv\/?p=71467"},"modified":"2021-01-29T02:48:09","modified_gmt":"2021-01-29T07:48:09","slug":"brand-suitability-also-means-more-effective-groupms-montgomery","status":"publish","type":"post","link":"https:\/\/dev.beet.tv\/2021\/01\/brand-suitability-also-means-more-effective-groupms-montgomery.html","title":{"rendered":"‘Brand Suitability’ Also Means ‘More Effective’: GroupM’s Montgomery"},"content":{"rendered":"CAPE TOWN — For a couple of years, it was the key issue facing brands – ensuring their “brand safety” in automated advertising environments.<\/p>\n
Now technology has helped iron out kinks in where ads get placed – but the man leading the charge says “brand safety” concerns are still around, they have just morphed.<\/p>\n
In this video interview with Beet.TV, John Montgomery, GroupM’s EVP and advisor on brand safety, discusses how brand safety is changing into something else.<\/p>\n
From ‘safety’ to ‘suitability’<\/h2>\n
Montgomery says brand safety is no longer just about protecting the image of a brand – now it also contributes to the effectiveness of an ad.<\/p>\n
Montgomery says the “safety” concerns are being “elevated” to dwell on “suitability” – more broadly examining the rights and wrongs of a particular piece of inventory for an advertiser.<\/p>\n
“Your brand may run in a safe environment but, if it’s not contextually suitable, it’s not going to work nearly as hard,” Montgomery says.<\/p>\n
“So the 4A’s, GARM (Global Alliance for Responsible Media) and other groups are\u00a0 hard at work with identifying suitability categories and standards that everybody will agree to and build into their technology to allow us to run in suitable areas – not just safe areas, but suitable areas as well,” he explains.<\/p>\n
Stepping up<\/h2>\n
It’s a step onward from the 2017 outcry about YouTube placements, when many brands became upset at lack of control over placements bought in automated systems.<\/p>\n
“I think the platforms have stepped up with technology and AI to make it much safer for brands,” Montgomery says.<\/p>\n
“The chances of a brand being positioned adjacent to harmful content are now much diminished, compared to four years ago.”<\/p>\n
GroupM and Montgomery even developed their own in-agency tool, Brand Safety Risk Assessment, to help clients determine the brand safety of inventory.<\/p>\n