We have all seen examples of well planned and well executed online campaigns that are placed next to content that, while contextually relevant, is an extremely poor association with the brand and it’s attributes and values. Imagine an ad for a family friendly cruise vacation placed next to an article about an outbreak of food poisoning on a cruise to the Caribbean. Simply put, with Project Sunblock as part of your advertising “must haves”, this will not happen.
Monitoring where your online advertisements end up is a complex task to say the least. With exponential growth in the use of blogs, social networks, online communities, third party brokers, ad exchanges… the list is long, and many of the parties are unknown, making it increasingly more difficult to ensure where your campaign assets are being placed, and what that placement is doing to your brand’s and company’s reputation.
Your brand’s display advertising guardian.
By using a complex ecosystem including content analysis, image recognition and an extensive data base of website relationships, Project Sunblock is able to monitor and protect where your marketing campaign is visible, and safeguard against harmful associations with your brand and online content. And unlike other “watch dog” or “ whistle blower” types of verification solutions, all of this happens in real-time providing you with the up to the second protection your brand requires.
The protection doesn’t stop at simply mitigating risk to your brand’s reputation. Protection is also provided by ensuring another level of compliance with IAB and IASH content audits. Compliance mistakes are costly, and will rapidly tarnish a company’s credibility with the governing bodies. It will also severely damage relationships with customer’s ad agencies, ad networks, and publishers. Repairing compliance issues is costly and time consuming, but with the right safeguards, avoidable.
These kinds of protection are increasingly important to agencies that are executing campaign strategies on behalf of their clients. Agencies spend countless hours creating effective campaigns to ensure their client’s success, and ultimately are accountable for where that campaign is seen.
Protection and Verification
An additional benefit of monitoring your campaign for protection is a process known as verification. Over the past few years, advertisers and agencies have requested the need to verify an online campaign’s placement, levels of interaction and success. Project Sunblock, in addition to protecting a brand’s reputation, protects a branded campaign’s budgets through this verification process.
By monitoring where a campaign is visible, Project Sunblock can create detailed reports verifying that the agency’s execution of the brand campaign is as contracted, and through this verification process, that budgets are adhered to. This in turn creates confidence in the interactive advertising industry, higher levels of compliance with governing bodies, and highly satisfied advertisers and agencies.