Asia Market Research

At this year’s edition of Cannes Lions, media owners and platforms converged on the idea that advertisers must take a more proactive approach to brand safety.

For Facebook, this means better understanding a brand’s “tolerances and sensitivities”, and developing a clearer idea of the kind of content that is suitable. For others, like VICE Media, it involves a greater appreciation of the types of content being blocked as a result of blunt keyword blacklists.

Moreover, publishers argued vociferously that the context in which a brand is advertising should return to forefront of media planning and buying discussions.

In this report, we pick out some of the most pressing opportunities and challenges for media owners, as well as a preview of our exclusive interview with ex-Disney and DreamWorks media veteran Jeffrey Katzenberg.

WARC by Ascential - Key Insights for Media Owners from Cannes Lions 2019

At this year’s edition of Cannes Lions, media owners and platforms converged on the idea that advertisers must take a more proactive approach to brand safety.

For Facebook, this means better understanding a brand’s “tolerances and sensitivities”, and developing a clearer idea of the kind of content that is suitable. For others, like VICE Media, it involves a greater appreciation of the types of content being blocked as a result of blunt keyword blacklists.

Moreover, publishers argued vociferously that the context in which a brand is advertising should return to forefront of media planning and buying discussions.

In this report, we pick out some of the most pressing opportunities and challenges for media owners, as well as a preview of our exclusive interview with ex-Disney and DreamWorks media veteran Jeffrey Katzenberg.
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This report was provided by WARC by Ascential. For more information on WARC by Ascential, visit their website at: https://www.warc.com/Welcome

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