The Measurable Costs of Getting Brand Safety Wrong

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Brand Suitability for Video Powered by Human Cognition. Not Keywords.     The Hidden Costs of Keywords Inflated costs, Wasted Spend, & Promoted Bias As brands continue to shift their ad investment into the massive walled gardens YouTube and Facebook, it’s time to re-evaluate the tools brands have been given to control brand safety and suitability. Studies uncovered that keyword block lists and text analysis for brand safety force brands to incur measurable costs that restrict the impact of their video investments, including: 1. Over 20% Wasted Spend Analysis of text does not lead to an understanding of the sight, sound, and motion of video. That’s why campaigns with keyword block lists waste an average of 20%+ of their investment on unsuitable, ineffective reach. ​​​​​2. Bias Against Diverse Voices Text-based safety providers block a minimum of 25 million daily views from brand safe diverse creators, icons, and voices. Keyword block lists can remove over 100 million similar daily views. ​​​​​3. Cost Inflation Analyses have shown that wasted investment and artificial over-blocking cause up to 70% CPM inflation - without added safety or suitability. That’s why Zefr, the leading technology platform for brand suitability in video, developed technology that goes beyond keywords. Instead, Zefr combines human cognition with scaled machine learning and frame-by-frame computer vision to arm brands with the tools necessary to understand and control true safety & suitability inside the world’s largest video walled gardens. Zefr recently rolled out The Suitability Suite, a tool for brands to customise and activate inclusion lists for pre-flight safety and suitability using the industry’s GARM Framework and additional adjacency controls.  Click below to explore Zefr’s brand safety and suitability tools without a spend commitment and see how your brand can go beyond keywords for more effective control in video.   Explore Zefr's Suitability Suite         Copyright © 2021 Zefr, All rights reserved.

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