If You Want to Reach Women, Put Your Brand Safety Fears Aside

This month, we’ve got one thing on our mind: brand safety.?

Because as the world changes (and the election looms), the news isn’t getting any cheerier. And if your brand wants to reach women, avoiding tough subjects at all costs is not the move. Our CRO, Mary Murcko , wrote an Op Ed that explains why. Read all about it ???…

THE OP ED

Between the chaotic newscycle, the upcoming election, and the overlapping crises around reproductive rights, child care, and paid family leave, it’s not surprising that marketers are struggling with how to get in front of female audiences while protecting their brands. Throw in compounding fears over misinformation and the rise of AI, and brand safety concerns have advertisers overloading on keyword blocklists and avoiding positioning themselves next to any remotely controversial topic.?

Here’s the catch: Those topics may be the very things that women are most interested in reading about. They are looking for brands that feel authentic, align with the issues they care about, and aren’t afraid to run alongside the topics that matter most to them. According to theSkimm’s State of Women study with Harris Poll, 78% of millennial women say they want brands to “speak about current realities with honesty and candor” and 85% believe brands should actively make women’s lives better. But the traditional playbook on brand safety has advertisers running away from tough topics, instead of running towards them. Talk about a missed opportunity.

Read the rest here.

?? Until next time,?

Your friends at SKM Lab (who are we? Glad you asked)?

PS… Have questions or want to chat? Reach us at [email protected].