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Three Ways Brands Can Advertise with Integrity
Three Ways Brands Can Advertise with Integrity
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As integrity remains a key component of successful advertising, as well as brand/publisher partnerships, it’s important that brands of all sizes and within all categories understand how to ensure integrity across their ad efforts.
While the first step is identifying and collaborating with high-integrity publishers, brands must also approach their ad campaigns with an equally high level of integrity.
Connatix recently partnered with Adweek for the report, the “3-Minute Guide to Advertising with Integrity” which dives into the actionable strategies for brands to ensure they advertise with integrity:
1. Focus on privacy
Privacy regulations continue to create a framework of consumer protections that the ad industry is adapting to, so brands must build programs with these in mind. With ongoing changes to behavioral identifiers like third-party cookies, successfully connecting relevant ads to your target audience will require brands to lean into different methods like contextual targeting. That way advertisers can achieve an accurate connection between ad and viewer without requiring any consumer-identifying information to get into the mix.
2. Ensure transparency
Solutions like supply path optimization (SPO) provide a clear view of the journey ads take from brand to publisher platform. Efficient supply paths enable greater transparency and higher performance by illuminating scenarios in which ad content goes through multiple tech providers to get to the page, which creates pass-through costs and inefficiencies. Vendors that enable more direct routes to ad publication remove unnecessary layers, which saves on ad spend for brands and ensures more money is getting to publishers.
3. Manage brand suitability
Brand suitability starts with determining what content your ads should be served against. A recent Integral Ad Science study found that 80% of consumers say ads related to the content they’re viewing impacted their perception of the brand. To ensure your ads appear alongside media that is relevant, first gather information about your audiences, review insights about a publisher’s content based on contextual data and decide what content you want to be associated with. To that end, brands should also seek technology vendors with AI-powered tools that provide contextual data in real time and serve ads accordingly. Our proprietary technology, Deep Contextual, allows advertisers to align content, creative and customer experience for better video outcomes. With Deep Contextual, advertisers have key contextual insights to help them make decisions on what content to run against, to ensure it aligns with their brand identity and campaign goals.
For example, in 2021 financial services firm Citi wanted to increase awareness of its Citi Impact Fund, an initiative that drives positive social impact across many communities. The brand also hoped to better solidify its alignment with the cause and engage new audiences—specifically those interested and active in social causes. By working with Connatix, we deployed video ads to audiences interested in LGBTQ+ advocacy and mental health awareness through our Deep Contextual technology. The campaign achieved 81% VCR and 70% viewability, with a cost-per-click of $0.01.
Integrity is a must have for successful ad campaigns. Download the “3-Minute Guide to Advertising with Integrity” report to learn more about integrity and how to approach your ad campaigns this year and beyond.
