Transforming Your Suitability Standards for 2022 and Beyond

December 22, 2021



By Kelsey Fatebene - Head of Client Engagement,



Creating a comprehensive set of content standards is crucial for advertisers to effectively manage brand suitability. However, given the increasingly vast and dynamic nature of social video, this can be a daunting task. With so many differing content policies & tools across platforms to choose from, it can be difficult to decide what will be most effective to balance safety & scalability. The result is often brand standards that merely scratch the surface, that may fit one platform or objective, but don’t take into consideration the nuance of another. As we close the books on 2021, marketers are shifting their attention toward maximizing the effectiveness and scalability of social video through three core considerations.

 

3 Core Considerations

When thinking about your upcoming plans for social video investment, take into consideration the following:

  • Does your brand have any core values that impact where and how you invest in social video? 
  • Which targeting tools are you currently leveraging within activation platforms to reach your target audience? 
  • Are there creators or types of content in the social video space that align to your brand(s)?

 

Expert Guidance and Support 

Even though there’s no “one size fits all” solution, it’s clear that brands need to develop and enforce their own fundamental content standards that express and translate brand values to their media spend. At OpenSlate, we recognize the importance of creating easy and effective content standards. Our Suitability Sessions are expert-led, consultative workshops designed to help brands create a comprehensive suitability playbook in order to mitigate risk and maximize alignment across social video campaignsThese expert-led, consultative workshops are designed to help you create a comprehensive suitability playbook that mitigates risk and maximizes alignment across social video campaigns. By identifying an advertiser’s needs and preferences, our experts help define your custom framework and provide future recommendations to navigate an ever-shifting media and cultural landscape. 

 

OpenSlate Suitability Sessions In Action

Advertisers with tight restrictions, such as brands that fall within the finance and alcohol categories, often need to go beyond baseline avoidances to uphold legal standards.As an example, a multinational beverage alcohol client recently leveraged our Suitability Sessions to create a Global Brand Suitability Playbook—which encompasses a well-defined set of standards covering areas of risk, avoidance, and alignment. During the session, we helped the client reconsider predetermined category exclusions due to the presence of kids-centric content, including generally suitable categories like Food & Drink. 

Rather than blanket category exclusions, we recommended a negative keyword strategy combined with  OpenSlate’s custom data model allowing the client to effectively mitigate risk across campaigns while ensuring scale and driving relevance.  As a result, the client achieved their safety and performance goals across three continents with rapid adoption of standards and OpenSlate targeting solutions across its brand portfolio

 

Through our Suitability Sessions, OpenSlate enables brands to strategically improve their standards while establishing a foundation for the success of future social video campaigns. Reach out to your OpenSlate rep to learn more about how a suitability session can help you redefine your content standards for the upcoming year!




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