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How can you use brand safety measures to improve your media sales account planning?

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Brand safety measures are the actions and tools that media sellers and buyers use to ensure that their ads are displayed in appropriate and relevant contexts, avoiding any negative associations or reputational risks. In this article, you will learn how you can use brand safety measures to improve your media sales account planning, by following these four steps:

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Roderick Brown

Brand Ambassador

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Abdullah alhadidi

Certified HSE Solutions Coordinator | Project Supervisor | Experienced in Business Development, Product & Project…

1 Identify your client's brand safety goals and concerns

The first step is to understand what your client wants to achieve with their media campaign, and what kind of content or environments they want to avoid. You can use surveys, interviews, or data analysis to gather this information, and create a clear profile of your client's brand safety preferences and expectations. This will help you to align your media sales strategy with your client's objectives, and to communicate the value and benefits of your media inventory.

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Roderick Brown

Brand Ambassador
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Begin by thoroughly researching the client and their online presence. Understand their business, values, goals, and how they present themselves to the public. Reach out to the client non-intrusively, perhaps through a personalized email or LinkedIn message. Please refer to something specific from your research to show your genuine interest and understanding of their company and individual profile. Establish trust, offer insights or ideas demonstrating your value, and show that you're genuinely interested in helping them succeed. Be transparent about your intentions and focus on mutually beneficial outcomes.

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Abdullah alhadidi

Certified HSE Solutions Coordinator | Project Supervisor | Experienced in Business Development, Product & Project Management
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Early on, I always sit down with clients to truly understand their brand's image and what content they'd consider unsafe. For example, a luxury watchmaker might be wary of appearing next to articles about financial scams. This knowledge guides my entire strategy.

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2 Evaluate your media inventory and potential risks

The second step is to assess your own media inventory and identify any potential risks or challenges that might affect your client's brand safety. You can use tools such as content verification, contextual targeting, or whitelisting and blacklisting to monitor and control where and how your ads are displayed, and to filter out any inappropriate or irrelevant content or sites. You should also be aware of any external factors, such as news events, social trends, or consumer feedback, that might influence your media performance or reputation.

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Abdullah alhadidi

Certified HSE Solutions Coordinator | Project Supervisor | Experienced in Business Development, Product & Project Management
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Not All Inventory is Created Equal: I don't treat all media outlets the same. I diligently research each platform and potential placement, looking for red flags like a history of controversial content.

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3 Develop a brand safety plan and proposal

When developing a brand safety plan and proposal for your client's media campaign, you should include the media channels, formats, and placements that match their brand safety goals and concerns. Additionally, list the brand safety measures and tools that will ensure their ads are displayed in appropriate contexts. Furthermore, consider the metrics and indicators that you will use to measure and report on your media performance and brand safety outcomes. Lastly, establish contingencies and solutions in case of any issues or changes in the media environment.

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Abdullah alhadidi

Certified HSE Solutions Coordinator | Project Supervisor | Experienced in Business Development, Product & Project Management
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Tailored Brand Safety Solutions: Based on my client's needs and inventory evaluation, I craft a customized brand safety plan. This might involve whitelisting trusted outlets, utilizing keyword blocking for sensitive topics, or even human verification for ad placement.

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4 Execute and optimize your brand safety plan

The fourth step is to execute and optimize your brand safety plan, by following the best practices and guidelines that you have established with your client. You should monitor and track your media performance and brand safety results, using the tools and metrics that you have agreed upon. You should also communicate and collaborate with your client regularly, providing them with feedback and insights, and addressing any questions or concerns that they might have. You should also be ready to adjust and improve your brand safety plan, based on the data and feedback that you collect, and the changes and opportunities that you encounter in the media landscape.

By following these four steps, you can use brand safety measures to improve your media sales account planning, and to deliver a media campaign that meets your client's needs and expectations, while protecting their brand image and reputation.

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Abdullah alhadidi

Certified HSE Solutions Coordinator | Project Supervisor | Experienced in Business Development, Product & Project Management
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Execution Excellence: The plan's only as good as its execution. I work closely with the client and platform to ensure their ads appear in the right places. Constant monitoring ensures no rogue placements. I once caught an ad placement glitch on a sports site. Thankfully, I caught it fast and had it fixed within hours.

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5 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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Abdullah alhadidi

Certified HSE Solutions Coordinator | Project Supervisor | Experienced in Business Development, Product & Project Management
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Thinking Ahead: The media landscape is ever-evolving. I stay updated on industry trends and emerging brand safety threats. Proactive discussions with clients about potential issues build trust and solidify my position as their media guardian angel. The rise of deepfakes? I already researched potential solutions and presented them to a client before they even knew it was a concern.

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Dan Prudhomme

Segments Defined, Sales Up | VP, Digital Sales | Target Marketing for Entrepreneurs and Businesses | 8 Figures Sold | Follow for Audience Insights, Leadership Growth, and Proven Sales Strategies
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Brand safety measures in media sales account planning ensure ads align with client values: 1. Targeted Audience: Aim ads at relevant demographics. 2. Content Verification: Screen websites for suitability. 3. Contextual Relevance: Place ads in fitting content environments. 4. Ad Placement Optimization: Optimize placements for positive brand association. 5. Compliance and Monitoring: Ensure adherence to regulations and monitor placements for issues.

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How can you use brand safety measures to improve your media sales account planning?

1

2

3

4

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1 Identify your client's brand safety goals and concerns

2 Evaluate your media inventory and potential risks

3 Develop a brand safety plan and proposal

4 Execute and optimize your brand safety plan

5 Here’s what else to consider

Media Sales

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How can you use brand safety measures to improve your media sales account planning?

1

2

3

4

5

1 Identify your client's brand safety goals and concerns

2 Evaluate your media inventory and potential risks

3 Develop a brand safety plan and proposal

4 Execute and optimize your brand safety plan

5 Here’s what else to consider

Media Sales

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