In this blog we will explore how brands can protect themselves in a CTV environment and how Kivi can help in this process.
In the digital age, where TV content is increasingly integrated with streaming platforms, it is crucial for brands to ensure that their image remains intact, especially during times of crisis. Connected TV (CTV) offers a wide range of opportunities for advertising, but also poses unique challenges in terms of “Brand Safety”.
In this blog we will explore how brands can protect themselves in a CTV environment and how Kivi can help in this process.
The concept of “Brand Safety” refers to the strategies and practices that brands implement to ensure that their advertising does not appear alongside inappropriate or reputation-damaging content. In the context of CTV, this means having rigorous control over where and how advertising is displayed in streaming content.
One of the biggest challenges in CTV is real-time content. Brands must have monitoring tools to evaluate when their ads are being broadcast. Platforms such as Kivi offer advanced solutions for this type of monitoring, allowing brands to adjust their campaigns and ensure that their ads are not associated with controversial or negative content.
In TV programs where controversy is normal, it is crucial to continuously monitor content. If a controversial situation arises, brands can react quickly and adjust their ads to avoid any negative associations.
Effective targeting is essential to ensure that ads reach the right audience. Using demographic and behavioral data, brands can ensure that their ads are shown to the right audience, reducing the risk of negative association. For example, ads targeting families can be avoided in programs with explicit content.
It is crucial that brands tailor their ads to different audiences. Ads that align with the tone and theme of the content are more likely to be well received. For example, if the targeting is in the news category, ads should be more sober and responsible, whereas, in light entertainment categories, they can be more fun and creative.
Ads that identify with the audience are those that understand the tone of the program. An ad for a wellness brand might focus on relaxation and self-care, for example.
Establishing clear policies on the type of content brands do not want to be associated with is vital. This can include excluding programs that deal with sensitive topics or have a history of controversy. Kivi provides tools that allow brands to define these exclusions and ensure they are enforced.
Digital auditors such as IAS (Integral Ad Science), DV (DoubleVerify) and MOAT are platforms specialized in monitoring and verifying the quality, viewability and safety of online ads, ensuring that brands are not compromised by inappropriate or fraudulent content.
At Kivi, we believe it is essential to provide measurements through these industry leaders to guarantee Brand Safety in our Connected TV (CTV) campaigns, applying real and strict regulations that protect the integrity of brands.
Kivi stands out in the CTV arena for its ability to provide a secure environment for brands. Here are a few ways Kivi can help:
With real-time analytics tools, Kivi allows brands to monitor the performance of their ads and make instant adjustments to avoid any negative associations.
Kivi gives brands full control over where and when their ads are shown, ensuring they stay aligned with content that represents the brand's values.
Kivi's detailed reporting provides a clear view of the impact of ad campaigns, allowing brands to make informed and strategic decisions.
In an increasingly complex and dynamic television environment, protecting brand image is essential. Brand Safety strategies at CTV, supported by advanced tools such as those offered by Kivi, enable brands to navigate this terrain with confidence. By ensuring that their advertising not only reaches the right audience, but also does so in a way that protects and enhances their reputation, brands can maximize the positive impact of their advertising campaigns in the CTV environment.