The “Curious case of Brand Appropriateness” in a digital-first world

India, one of the countries with the fastest economic growth, has seen a significant upthrust in digital developments in recent years, including a rise in internet use due to rising mobile usage. More than half a billion Indians now have access to internet services, including banking, education, entertainment, and social networking. India was already experiencing a digital revolution, but the implementation of the Covid-19 lockdown greatly expedited it.

As consumer demands are dynamic in nature as they continue to change, brands have begun to prioritize digital advertising to increase sales. According to Dentsu India's research titled "Digital Advertising in India 2022," the country's digital advertising market is presently worth Rs 70,715 crore and is projected to grow at a CAGR of 14.75% which would make it reach Rs 93,119 crore by the end of 2023. The ecosystem of digital advertising is quickly growing, drawing in a huge number of new users and solidifying itself as one of the best channels for firms to connect with their changing customer base.

Digital advertising has been heavily invested in and is effective, but this growth comes with its own challenges, especially on the lines of brand safety and compatibility. Brand safety refers to the avoidance by brands of content that is typically viewed as improper for any marketer, irrespective of the brand. Pornography, terrorism, hate speech, and other potentially dangerous content that shouldn't be made monetizable are some examples of this. On the other hand, brand relevance pushes companies to clearly define their key brand values, as well as the topics and activities that may or may not be consistent with those values.

It is possible for negative ad placements to damage a brand's reputation with consumers. The quantity of instances of hate speech, divisive politics, misinformation, and other potentially harmful items appearing on the internet is increasing as a result of the shifting news cycle. As a result, when a brand wishes to promote, there is a greater likelihood that their advertising may appear next to this objectionable information. If this happens, consumers may identify the brand with this objectionable content, endangering their brand's reputation. A study by DoubleVerify and Harris Poll found that 67% of consumers would be likely to stop using the brand/product if they saw the brand's digital ad next to false, objectionable, or inflammatory content. Nearly 90% of consumers believe that brands are responsible for ensuring that advertisements run next to content that is safe and trustworthy. Brands want to be confident that their adverts are appearing on websites and mobile applications that support their core values. Third-party ad verification systems have therefore appeared as a solution to the issue, enabling advertisers to make sure their ads are displayed in the proper context and next to appropriate content. 

By avoiding, blocking, and monitoring content that is judged hazardous or inappropriate by the brands, third-party ad verification solutions assist in maintaining a brand's brand safety and suitability requirements. The post-campaign brand appropriateness violation rate for marketers in APAC decreased by 31%, according to DoubleVerify's 2022 Global Insights Report. The reduction is most likely caused by the region's brands using more pre-bid (programmatic) brand safety solutions. In order to prevent or prohibit content that does not adhere to their brand's values and sensitivities, as well as to continue supporting reputable news sources, brands are looking for tools that enable them to configure their controls more precisely.

Advertisers must collaborate closely with their ad verification partners as the Indian advertising sector goes through dynamic changes in order to make sure that their investments are used responsibly. It will be essential to measure across channels, formats, platforms, and geographies. Brands may maximise their digital investments