The upheaval of 2020 has caused brands to put extra pressure on agencies to protect brand equity and ad spend. But many strategies result in overblocking, which is not the most effective way to maintain brand safety; IAB research shows advertising on news sites works. 84% of consumers feel that advertising within the news either increases or maintains brand trust. There are emerging tactics that marketers can leverage and brand suitability tools that deliver timely insights to ensure they’re advertising, safely, where their consumers are plentiful and engaged.
Another trend we saw last year was the ad industry taking a significantly more reactive role, adapting to world events and rapidly shifting consumer behaviors and priorities. What remained constant through the chaos was the importance of data & insights. By harnessing the value of readership data to power contextual strategies, agencies can unlock their audiences and deliver stronger results to customers.
Join us as we reflect on the important lessons from last year and shed light on how to best understand and reach customers in 2021 with the right strategies around brand safety and data & insights.