Recently, DV’s Nachiket Deole (Head of Sales, India) and Jordan Khoo (Marketing Director, APAC) joined three leading India media and advertising executives for a webinar hosted by The Internet & Mobile Association of India (IAMAI). The webinar discussed the current state of ad verification in India and best practices that enable brands to increase transparency, build trust and improve efficiency. The session also explored how media quality can impact business outcomes in India and what can be done as an industry moving forward.
Additional speakers included:
- Bharat Khatri, Country Head, Xaxis India
- Anjali Krishnan, Head of Media, Mondelez India
- Arvind Bhandari, Executive Vice President, Director of Nutrition, Nestle India
Key takeaways from the webinar included:
1. Indian Ad Verification Market is Growing
This is continuing to become a focal point as brands realise their reputation with consumers can be adversely affected by negative placements in media. Top brands across India are now deploying brand-safe ad verification tools to ensure their brand messages are not placed next to content that is negative and not in line with their values.
A study conducted by DoubleVerify and Harris Poll found that almost 90% of consumers feel that brands bear responsibility for ensuring ads run adjacent to content that is safe, and 67% of consumers would no longer be brand loyal if they viewed the brands’ digital ad next to false, objectionable or inflammatory content. The challenge is to work closely with the entire digital ecosystem in order to protect their brand reputation.
2. The Concept of Brand Suitability
Working out which publishers are positive vehicles for advertising is becoming more prevalent in India. This requires a different set of governance principles, and brands must work closely with their technology partners to get the right parameters in place.
3. The Explosion of App-Based Content in India
As the amount of app-based content increases, marketers must now monitor content and advertising across a range of digital channels, and ensure that the publishers they work with are credible. As the market in India shifts from a browser to in-app market, advertisers are making sure that they only onboard certified supply partners to ensure that impressions offered comply with the industry’s brand safety, ad fraud and viewability standards.
4. Adapting to Change During COVID-19
There is an opportunity for brands during the COVID-19 pandemic to provide consumers with products and services that are useful, enabling marketers to improve their organisation’s brand equity. Marketers should challenge themselves by asking what they can do better and differently during this time. This will lead to consumer insights that will allow for brands to modify their plans accordingly and make the most of the situation.
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