Can You Define Brand Suitability? We can.
Brand suitability is a relatively new catch phrase from an industry that deploys catch phrases at blinding speed. And often with no actionable definition behind it.
Defining brand suitability is surprisingly easy and simple to accomplish. Brand Suitability is ensuring that ads are placed on pages and near content that is appropriate and suitable for the brand. Brand suitability is essentially the next level of Brand Safety -it goes beyond just ensuring that a brand's reputation isn't eroded by undesirable or offensive content surrounding it.
Brand suitable environments are the result of matching keywords to the context in such a way that they become a resource for the reader. Unlike an ad just hanging there - derived from an out-of-context keyword match.
Want a simple example of brand suitability?
We noticed a few weeks ago that there was an explosion of really great travel keywords available in our ecosystem. When we dug into our programmatic analytics we found that all of the instances of increased consumption of these keywords occurred within articles about the Afghanistan evacuation.
This was a perfect example of having exactly the right keywords in precisely the wrong place. Sure, your vendor will charge you for targeting ads to this content. But it’s pretty clear that when someone is reading about Afghanistan, it’s about the topic of an evacuation, not jetting off on a plane for business or pleasure.
This type of waste can be substantial - but the fix is simple. The fix is to leverage context in such a way that you can isolate travel content with the right keywords from the news content where the keywords aren’t suitable to deliver conversions.
We do that by leveraging topics to draw an initial circle around travel content and keep out all of the news content that contains the desired keywords. For example, our method starts with, let's say, a page about travel. Our engine then finds all of the content about travel, which contains the desired keywords. And it will avoid the Afghanistan content even though it contains the right keywords.
For the Open Web to win at context - which is the next generation of targeting using advanced contextual approaches, we need to keep things simple and focused. Fortunately, brand suitability is incredibly simple and easy to execute. If, of course, you’re using the right contextual engine.
Contact Advanced Contextual here: