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Why advertising on OTT platforms ensures brand safety – ET BrandEquity

Advertisers, not just in India but across the globe have at some point encountered unsavoury, offensive, or even abusive content on social media. Such content placed next to, above, or below an ad is likely to negatively impact user perception of the brand. It is of utmost importance that advertisers be wary of the platforms that they choose to serve their communication. Issues with ads appearing in offensive content or next to videos containing hate speech can dramatically hinder brand reputation.

For advertisers, it is important to take measures to keep their brand safe. No advertiser wants their brand’s image tainted or associated with the wrong placement or messaging. Adding a brand safety check to your campaign process will help you protect your brand online.

Brand safety and OTT

As more and more users are making OTT platforms their primary source of entertainment, brands too are shifting their media budgets towards OTT. Advertisers now have the option to choose between OTT and social media channels for digital advertising, and OTT is slowly emerging as the preferred medium. A striking advantage that OTT platforms have over other online video streaming platforms is brand safety.

ZEE5 – A brand safe environment for brands

ZEE5 offers a plethora of content that is relevant to India’s cultural nuances. Here’s where one can find 1,00,000+ hours of on-demand content and 90+ LIVE TV channels and innovative content solutions that appeal to both male and female audiences. ZEE5 attracts brands with its set of 5 intelligent tools designed to help them benefit from precise targeting and segmentation capabilities to deliver measurable results – all in a brand safe environment.

ZEE5 is one of the first OTT platforms to sign the ‘self-regulatory pact’ with the TRAI. A pact that ensures that no content that is considered disrespectful in India will be hosted or promoted. ZEE5 offers abundant advertising formats and content which brands can leverage with multiple benefits including video inventory, branded carousels, sponsorships, influencer marketing, gamification, LIVE streaming etc. Engagement and brand loyalty are much higher on ZEE5 as compared to other video streaming platforms, which is a result of gamification and influencer marketing.

Brands accept a shade of risk when they advertise on platforms like YouTube and Instagram which allow nearly uninhibited posting and commenting, but that’s not the case on ZEE5. ZEE5’s quality content controls and monitors are aligned with BCCC (Broadcasting Content Complaints Council) instead of UGC. This leads to way higher video viewability and completion rates of ~80% (actual viewability), delivering a better quality of audience and yield for advertisers. Whereas on other online video streaming platforms, a video ad impression will be counted only if 50% of the pixels of the ad is visible in the viewable space of the browser for at least two continuous seconds.

The OTT industry is continuously evolving and growing. With OTT, brands can now advertise in a brand safe environment. ZEE5 has invested in measurability, viewability, and internal quality checks. In fact ZEE5 uses the recommendation engine Talamoos that is built on AI/ML algorithms for predictive analytics which enables an advertiser to successfully run an online-video led campaign in a brand safe environment. Safe to say, OTT has become a destination for brands to be.

Brand Content Initiative




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