Michael Orlinski’s Post

Everybody talks about media fragmentation in advertising. Tom Roach wants to talk about creative fragmentation. As he observes, a common solution here is to take a "hero" brand asset and replicate/"cut down" that for other media. But the hero asset was often created in a TV-led world and may not travel as well to other media. A relevant thought experiment: what if you thought of building hero assets through digital?

Ensuring brand safety in digital advertising is non-negotiable. Whether it's protecting your brand image or ensuring ads appear in suitable contexts, the stakes are high in today's digital landscape. Did you know? A typical programmatic ad campaign spans a staggering 44,000 websites. This vast reach underscores the critical need for a robust media governance strategy. Empowering advertisers with scalable solutions that ensure ads are not just seen but seen in the right light – protecting investments and reputation alike. Read on for more: https://bit.ly/45IDylo #BrandSafety #DigitalAdvertising #AdTech

Ensuring brand safety in digital advertising is non-negotiable. Whether it's protecting your brand image or ensuring ads appear in suitable contexts, the stakes are high in today's digital landscape. Did you know? A typical programmatic ad campaign spans a staggering 44,000 websites. This vast reach underscores the critical need for a robust media governance strategy. Empowering advertisers with scalable solutions that ensure ads are not just seen but seen in the right light – protecting investments and reputation alike. Read on for more: https://bit.ly/45IDylo #BrandSafety #DigitalAdvertising #AdTech

ADVERTISING ....AND NEWS GOOD FOR BUSINESS & DEMOCRACY: 'Americans are smart enough to know the difference between a news story and an ad, and many fears about the “brand safety” of advertising are unwarranted....' __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ The data in a recent "Future of News" study reveal that ads placed adjacent to news topics like politics, inflation and crime perform as effectively as those placed next to business, entertainment and sports stories. Americans today consider themselves: ↳ 25% as “news junkies” ↳ 23% as “sports junkies” ↳ 17% as “entertainment junkies” 🔴 Among Gen Z Americans... the average purchase intent for brands with ads placed next to high-quality news articles on the Middle East conflict was 65% (compared with 66% for inflation and 67% for crime). 🤔 🔴 Among affluent Americans... the average favorability for brands with ads placed next to high-quality, yet political news articles on former President Trump and President Biden were each 72% – just 2 percentage points less than brands with ads placed next to non-political entertainment stories. __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ __ ... the above is drawn from a "Future of News" study of 50,000 U.S. adults re: brand safety – the measures taken to ensure a brand’s advertisements do not appear alongside editorial content that could potentially harm that brand’s reputation. Recognizing that news is the foundation of a thriving democracy and a critical communications and marketing vehicle, Stagwell also is launching a series of Future of News studies and events to fuel discussions on the importance of advertising for a thriving news industry. ** https://lnkd.in/euXhRPZd

"Brand safety has been diluted and distorted, and it is now viewed as synonymous with content adjacency". "The narrowing of the industry’s definition of brand safety is no accident. These standards were established subject to the heavy influence of the very platforms and ad tech companies they purport to govern, with limited enforcement or accountability". "We must reframe and rebuild the concept of brand safety and return these decisions to where they rightfully belong: in the hands of advertisers, with their customers at the heart and their business at the core". Well said Arielle Garcia. Although the advertiser's choice is not enough, in my opinion. I have been saying for years that brand safety lies at the domain level (i.e., a quality media brand trusted and valued by audiences) and not at the page level. But premium media owners can forget to emerge as winners in this battle without boldly providing clear alternatives to advertisers. These alternatives are quality media alliances and premium advertising marketplaces. But being part of them is not enough. They need to be an element of a wider effort to build direct and exclusive relationships with advertisers. Every single impression of premium media companies appearing in the programmatic open marketplace goes in the exact opposite direction and actively contributes to the problem. The X and GARM story is only a different manifestation of the same underlying issue. #media #advertising #brandsafety #x #garm #monetisation #strategy #programmatic #adtech https://lnkd.in/eum3D8_m

Stalking consumers never ends good for brands: Orlando Wood, Cannes 2024 Last year, brands spent upwards of $750bn globally on advertising. It’s estimated that only 6% of it is truly effective. This data should make every marketer take a break and reconsider some of his/her marketing techniques. Hinting at a possible extinction of the advertisement industry and more, Sir John Hegarty and Orlando Wood dive into the subject at Cannes Lions 2024.

Brand safety in digital media just took a surprising turn. With GARM now disbanded, marketers are navigating uncharted waters to protect their brand's integrity. The quest for secure messaging is more crucial than ever. Advertisers and agencies are innovating and exploring new methods to ensure their messages resonate in trusted environments. The landscape is shifting. How will you adapt to maintain your brand's safety? Read more here: https://lnkd.in/gcUBxubv

In the competitive landscape of today’s business world, finding innovative ways to reach your target audience is crucial. While digital marketing has taken the forefront, there’s something to be said about the power of local advertising. One often-overlooked but highly effective advertising medium is signage at local football grounds. If you’re a business owner looking to increase your brand’s visibility, you might be wondering why football grounds should be on your radar. At Borney UK, we understand the significance of this strategy, and in our recent blog, we explore the reasons why advertising your business through signage at local football grounds can be a game-changer for your brand: https://lnkd.in/eSaZ9Jm9

Advertising on social media is incredibly rewarding, and it's also sometimes an adventure when it comes to brand safety. Our new post from Timothy Colucci shares some of the issues that advertisers face during the election season as well as ways to manage brand safety. #BrandSafety https://lnkd.in/g2aHZkrb

Regardless of if you are considering short-term performance, long-term brand awareness or both, advertising is subject to the laws of attention and emotion. https://bit.ly/3oiidIH