FMCG brands investing heavily in online advertising, this make ensuring brand safety a top priority, especially for as these brands expand their reach across diverse platforms, they risk associating with inappropriate or harmful content, which can damage their reputation and customer trust. A major FMCG brand faced this exact challenge, discovering that despite substantial ad spend, their video placements were appearing in unsafe environments, impacting the brand’s perception and risking long-term loyalty. Here’s how they turned the situation around with a focused approach to digital brand safety.

Ensuring Brand Safety in a Complex Digital Environment

With the exponential growth of online video content, it’s become increasingly difficult to monitor and manage ad placements across the web. This FMCG brand found its ads running alongside content that was incompatible with its image, despite following standard targeting practices. Traditional safeguards were insufficient, as ad placements were still occurring near unsafe content, including sensitive categories like adult content, piracy, terrorism, and profanity. Realizing that this was jeopardizing their brand equity, the company sought a solution that went beyond basic keyword targeting.

A multi-layered approach to tackle brand safety challenge.

Context, Content, and Sentiment Analysis

Beyond simple keyword filters, we used contextual relevance and sentiment analysis is needed to ensure ads only appeared alongside content that aligned with the brand’s values. The deeper analysis can captured the tone and context, not just the words, to maintain brand integrity.

Regional and Vernacular Language Support

Brand safety isn’t a one-size-fits-all model.  A deep understanding of regional contexts and languages is needed to analyse content in local languages, capturing nuances and specific cultural sensitivities that could impact brand perception. Along with global contextual understanding, a localized approach is also needed to safeguard the diverse markets.

Video Frame Recognition Tech

Do not solely rely on metadata, scanned each frame of video content. The meticulous approach allows brands to avoid ad placement or association with visually inappropriate content, offering a strong layer of protection that text-based analysis couldn’t match.

Industry Standards Advertising Regulation Compliance

Adhered to the global media guidelines, classifying channels and content into brand-safe or unsafe categories based on industry standards. This framework allowed the brand to align with global best practices in advertising safety.

Active Blocking in Real-Time

Active blocking is needed as a real-time response to ensure the brand’s ads get pulled out from any potentially harmful content as soon as it gets detected.

Reduction in Unsafe Placements with mFilterIt

Following the implementation of the mFilterIt brand safety solution, the FMCG brand experienced an 83.1% reduction in unsafe placements. The brand saw a noticeable drop in exposure to unsafe content, helping maintain brand reputation Curious About the Impact? For a closer look at how digital brand safety tools can transform your campaigns, download our detailed infographic. Take the first step in protecting your brand reputation with mFilterIt!