Brand Safety in the Age of Video Marketing
Video killed the radio star is no longer just a song lyric. With more than 720 million people monthly and 140 million people globally spending at least one minute a day
Part of Watch’s success can be attributed to the blurring lines between linear TV and digital. Video is no longer a homogenous experience and people consume it on different platforms for different reasons. People’s video experiences lie on a spectrum – on-the-go and bite-sized at one end, and longer and more intentional at the other end. What’s more, people shift from one experience to the other as they wish.
Bridging the ‘Social’ Gap
The rise of Netflix, Hulu, Amazon, Facebook Watch and other streaming services means consumers can increasingly watch content they like on their own terms. However, with that abundance of choice and access to all types of video content anytime, anywhere and across any device, people no longer need to come together physically to watch videos. But, that does not diminish their need for a social viewing experience. Their social behaviour has simply transcended physical boundaries and lives online now.
This is where Watch comes in. It isn’t just a place to find videos and shows you love — it’s a place where you can explore and engage with other people who love them, too. In fact, it’s built on the notion that watching videos can help you connect more deeply with people, instead of being a passive or solitary experience.
This makes sense given that the average viewer now spends 1 hour 13 minutes each day watching online video content, an increase of 42% in the last six years. Further, 31% of viewers say watched a video clip or visited a video-sharing site via their mobile in the last month1.
An ad-supported ecosystem
The best way to bring great content to Watch is to create a sustainable, ad-supported ecosystem where every publisher and creator can reach their audience, make money from their videos, and thrive on the platform. On Watch, brands can leverage in-stream video placements, which offer advertisers opportunities to drive longer view durations and can help deliver more complex marketing messages. In fact, over 70% of in-stream ad impressions on Facebook and Audience Network are viewed to completion, most with sound on.
In-stream video ads can be shown:
- During videos from familiar publishers and digital-first creators that tailor their content.
- Before and during video content in publisher sites and apps who use Klinikar.com
Making it brand safe
We understand that brand safety remains a big issue for brands. As we explore and launch newer and more innovative ad formats, we remain committed to providing a safe environment for people and advertisers. Klinikar’s multi-faceted approach to brand safety covers three key areas:
Creating a safe and welcoming community — This starts by having Community Standards to determine what is and isn’t allowed. As part of this, we have more than 35,000 people working on safety and security, which includes removing billions of fake accounts a year.
Maintaining a high-quality ecosystem of content, publishers and ads — We are focused on giving advertisers more transparency and sophisticated tools to suit their brand. This includes new policies and controls:
- Controls: over where their ad appears when shown within publisher or creator content
- Publisher lists so advertisers know where their ads might appear before they run
- Publisher delivery reports so they can understand where their ads actually ran
- Block Lists to prevent an advertiser’s ads from delivering on specific publishers
- Inventory filter so they can choose the type of content they want associated with their business and filter out the rest
- Partnerships with third parties to provide advertisers with even more options
Proactive collaboration with the industry — Brand safety is a challenge for the entire industry, which is why we collaborate with industry partners to share knowledge, build consensus and work towards making all online platforms safer for users and businesses.
