With the increased complexity of protecting a brand’s image and reputation from the rise in threats from fake news, inappropriate content, marketing tech, the digital supply chain, ad fraud and more, SAVE is here to help.
What is SAVE?
SAVE is a marketer-led Future of Brand Safety Council working to provide guidance for brands in all marketing environments.
The MMA SAVE Brand Safety Agenda is based on the following four guiding principles:
Creation of a Marketer Brand Safety Strategy Guide
Assessment and Benchmarking of Brand Safety issues by marketers
Validation of Brand Safety Partner Selection and Evaluation
Brand Safety Education
Brand Safety Issues are Not Going Away!
- 70% of Marketers State the Issue of Brand Safety is Escalating
- 48% of consumers said they would rethink purchasing or even boycott a brand if it appeared next to content that offends or concerns them
- Hundreds of brands have recently been “tagged” in the press for running ads aligned with controversial or “unsafe” content.
A rise in brand safety issues signals a potential nightmare for marketers.
And if ignored, brands can face serious backlash to your reputation, your customer loyalty, your revenue, and eventually to your bottom line.
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