Two-thirds of UK’s top 100 advertisers risking long-term brand damage | Ad Tech | News | Rapid TV News
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A report by independent marketing and media consultancy Ebiquity in partnership with digital advertising auditor zulu5 has found that a significant majority of leading UK advertisers, 65%, were exposed to potentially non-brand safe environments in Q1 2019.
ebiquity brandsafety 28June2019
The study, Brand Safety In The UK: Willing To Risk It? A Report On Brand Safety And Advertiser Preference, looked at the state of brand safety in the UK programmatic market – the largest programmatic market globally after the US and China – over the first quarter of 2019. It identified two tiers of brand safety impact in mutually exclusive categories: an objective tier, unsafe for all brands, and a subjective tier, which is up to the advertiser preference.

Ebiquity and zulu5 surveyed roughly 100,000 cases incidents where UK brands appeared in either non-brand safe environments or served to those environments fraudulently, the majority being in Tier 2 (subjective) categories, meaning the content appeared next to a brand preference environment.

As well as warning that the UK’s top advertisers had been exposed to potentially non-brand safe environments and so risking long-term brand damage or commercial harm, the report also found that different advertiser categories carry a higher risk of exposure. Ecommerce brands were most likely to be at risk and beauty and fitness the least. Health and fitness and finance brands were most likely to be exposed to placements alongside extremist content, while ecommerce brands were most likely to be exposed to sexuality and nudity content.

The report also found that, as expected, performance campaigns are at the highest risk due to a focus on conversion over environment.

“Our report demonstrates that brand safety is a complex issue that remains highly relevant for many brands, and there isn’t necessarily one standard applicable to all advertisers,” said Angus Mclean, director digital, Ebiquity. “Despite continued risks to brands, we believe advertisers can take active steps to tackle brand safety and ad fraud.”

Andreas Gysler, CEO and co-founder, zulu5, added: “Ad misplacement is a serious issue which, if left unaddressed, can threaten the long-term health and well-being of the global digital advertising market. There is a more proactive role that advertisers need to play, and they need to understand the importance of the reputational and financial damage this may cause.”

Brand Safety In The UK: Willing To Risk It? A Report On Brand Safety And Advertiser Preference is downloadable at