The Complexity of Ad Placement Today
Where and when ads are placed is a big deal.
That Was Then
Not long ago, ad placement was simple. If it were a household product, the ad would air during programs catering to women, such as game shows or soap operas. Sporting events hawked alcohol. And Saturday morning cartoons were packed with promotions for toys and sugary cereals. There was rarely drama about ads and where they appeared.
This is Now
The complexity of ad placement today has risen because of never-before-advertised merchandise that is now regularly promoted. It is ordinary to see ads for CBD products, sexual dysfunction medications, gambling apps and casinos, prescription drugs, and, in the few countries that still permit it, tobacco ads.
That you can watch these ads on linear or streaming TV and D2C platforms indicates the evolution of industry and society. Products and businesses previously restricted or illegal, such as CBD and gambling, are no longer. Second, public acceptance of these products or services has influenced regulators to be more lenient in allowing promotion. Finally, while regulators now allow these ads, they strictly control where and when they air. Ignoring the rules can result in hefty fines.
Advertising is Regulated Content
The growth of streaming and DTC makes ad placement decisions more complicated than ever. With the vast array of media channels available, advertisers need to understand more than just demographics to reach the right audience while maintaining brand safety. Deciding whether, where, and when to place an ad requires a deep understanding of the target audience and the media landscape. Advertisers must pay greater attention to where classifiable elements such as violence, offensive language, and drug and alcohol use occur within a title, and adjacency so they can place their ads appropriately. Getting it wrong can have severe brand and economic consequences and may create a lot of bad press.
It's Not Simple
It would be one thing if it were as easy as ensuring the ad generally fits the audience. But it gets complicated quickly. Standards vary widely, and it is a mistake to think ad standards are the same as age standards. National and industry groups such as the Advertising Standards Agency (ASA) in the UK, the Federal Trade Commission (FTC) in the US, and the IAB have similar general guidelines. Still, enough differences exist, so an identical ad acceptable in France may not work in the UK.
Platforms and CTV providers can have their own ad placement and time criteria. Samsung, for example, has distinct ad standards that are sometimes more restrictive than the government or competitors. Samsung does not allow ads promoting alcohol use anywhere except in the US and Canada. Even then, those ads are time-restricted to 6 pm to 4 am. Moreover, product ads, including the portrayal of excessive or underage drinking, must be reviewed.
Roku's General Guidelines ban ads that include tobacco products, drug, or alcohol paraphernalia, and more. Any ad to be served by Roku requires a mandatory review.
Avoid Problems
Advertisers are under increasing pressure to ensure their ads are appropriate for the audience, the show, and the time of day. It is crucial to have regulatory market knowledge to ensure ads are compliant to avoid the risk of fines or impact on brand safety or reputation. Fortunately, Spherex offers a fully vetted and regulator-approved series of tools to eliminate all the guesswork and risk. If you're in the ad space and want to protect your clients and brands, If you're in the ad space and want to protect your clients and brands, contact us today.
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