Why the Digital Brand-Safety Panic Won't Help TV in the End

By adageeditor@adage.com (Steve Rubel)


Many of the digital ads served on dominant social platforms like Facebook are adjacent to original or shared news content. But that’s the opposite of TV, where safer scripted shows and live sports dominate ad spending. News, financially, is a blip.

Now a big pivot is under way. Just as the big TV networks’ annual upfront pitches to advertisers get underway, the major digital platforms are gunning for entertainment. Their goal, in part, is to create a much safer environment for brands where adjacency isn’t an unfortunate bug, but rather a feature. Like TV. It eliminates the odds of being next to extremist, critical or polarizing content, not to mention so-called fake news.

It will also increasingly undermine TV’s ability to differentiate itself by saying its shows are the only brightly lit entertainment options out there.

Many of the digital ads served on dominant social platforms like Facebook are adjacent to original or shared news content. But that’s the opposite of TV, where safer scripted shows and live sports dominate ad spending. News, financially, is a blip.

Now a big pivot is under way. Just as the big TV networks’ annual upfront pitches to advertisers get underway, the major digital platforms are gunning for entertainment. Their goal, in part, is to create a much safer environment for brands where adjacency isn’t an unfortunate bug, but rather a feature. Like TV. It eliminates the odds of being next to extremist, critical or polarizing content, not to mention so-called fake news.

It will also increasingly undermine TV’s ability to differentiate itself by saying its shows are the only brightly lit entertainment options out there.

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Source:: Advertising Age – Digital

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