Social media remains the top priority for digital media stakeholders this year, but it also poses the greatest brand safety risk, according to the latest report from Integral Ad Science (IAS). While advertisers continue to invest in social and digital video—including Connected TV (CTV)—brand safety concerns remain a significant challenge in these spaces.
Social Media Leads Both Opportunity and Risk
When asked which media types will present the most brand safety challenges over the next 12 months, 53% of digital media experts identified social media as a major risk, far ahead of digital video (40%) and influencer marketing (25%).
Despite its risk, social media remains a dominant channel for advertisers, with investment continuing to pour into paid social campaigns. However, brand safety issues, such as ads appearing next to misinformation, controversial content, and unmoderated discussions, remain a persistent concern for marketers.
Digital Video & CTV Face Growing Brand Safety and Fraud Risks
Beyond social media, digital video—including CTV—ranks as the second most vulnerable media type, cited by 40% of respondents. As video ad inventory continues to grow, fraud and brand safety risks are also increasing:
📌 83% of experts agree that ad fraud is becoming a bigger concern in digital video
📌 81% believe brand safety challenges will rise alongside video inventory expansion
CTV, once considered a safer advertising environment, is now facing greater scrutiny as advertisers demand better controls over where their ads appear.
The Road Ahead: Balancing Innovation & Brand Safety
While brand safety risks persist, advertisers and publishers continue to push forward with investment in high-growth digital channels. Social media and digital video remain key drivers of digital ad innovation, despite ongoing challenges related to fraud, misinformation, and content adjacency risks.
At Blueprint, we help publishers, advertisers, and ad tech platforms mitigate brand safety risks while maximizing ad performance across social, CTV, and digital video. Our advanced ad ops solutions and brand safety strategies ensure that your ads appear in premium, brand-safe environments.
Need a safer, smarter ad strategy for 2024? Let’s talk about how Blueprint can help safeguard your brand while optimizing revenue.
Comentarios