Brand Safety & Reputation Management

Difining Brand Safety

When people see your ad on a website or in a video, they instantly connect it with whatever is next to it. If the surrounding content is violent, offensive, or misleading, your brand becomes guilty by association.

Unsafe placements include:

Violent content;
Hate speech;
Misinformation or conspiracy posts;
Adult or explicit material;
Political propaganda;
Crime or tragedy footage;
Content that is simply off-brand.

Risks in Digital Media

Ad Placement and Content Adjacency

Common Tools to Protect Brand Safety

Blocklists: a list of sites your ads must avoid;
Whitelists: a list of approved safe sites;
Suitability Filters: blocks categories like violence, gambling, adult content.

Reputation Management Strategy

Definition

Reputation management means actively shaping and protecting how people see your brand online.

Reputation management is an ongoing cycle built on five essential components: monitoring, early engagement, value-driven positioning, preparation, and long-term consistency. When brands track conversations proactively, respond with empathy, anchor their actions in clear values, prepare for crises before they happen, and uphold those standards over time, they build a reputation that can withstand criticism, mistakes, and public pressure.

Crisis Management

Definition

Crisis Management is a structured process that helps a company respond quickly, clearly, and responsibly when something goes wrong, preventing damage to its reputation, customers, and operations.

The 5 Components of Effective Crisis Management

Immediate Acknowledgment: respond quickly and confirm you're aware of the issue before rumors grow;
Accountability: take responsibility instead of blaming others, people trust honesty more than excuses;
Clear Communication: share simple, direct updates about what happened, what it means, and next steps;
Concrete Action: show real solutions (refunds, fixes, protections), not just words or apologies;
Learning & Prevention: review what went wrong and update systems to prevent future crises.

1. What is the main purpose of brand safety?

2. Which scenario best demonstrates a digital brand risk?

3. What is the purpose of monitoring brand mentions online?

What is the main purpose of brand safety?

Select the correct answer

To stop advertisers from using social media

To limit the number of people who see ads

To increase ad prices

To ensure ads appear in safe, appropriate environments

Which scenario best demonstrates a digital brand risk?

Select the correct answer

An ad shown next to a cooking recipe.

An ad appearing beside a misinformation article or hate speech.

An ad in a mobile game with harmless animations.

An ad on a verified company's blog.

What is the purpose of monitoring brand mentions online?

Select the correct answer

To boost advertising results by automatically increasing how often your ads appear across platforms.

To catch issues early before they grow into major problems that threaten your brand's reputation.

To gather large amounts of customer information for future marketing campaigns.

To track competitors' activity in hopes of copying their strategies more quickly.

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Hvordan kan vi forbedre det?

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Seksjon 10. Kapittel 3

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Suggested prompts:

What are some real-world examples of brand safety failures?

How can brands balance reach and safety in programmatic advertising?

What tools or strategies are most effective for managing brand reputation online?

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Brand Safety & Reputation Management

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Difining Brand Safety

Unsafe placements include:

Violent content;
Hate speech;
Misinformation or conspiracy posts;
Adult or explicit material;
Political propaganda;
Crime or tragedy footage;
Content that is simply off-brand.

Risks in Digital Media

Ad Placement and Content Adjacency

Common Tools to Protect Brand Safety

Blocklists: a list of sites your ads must avoid;
Whitelists: a list of approved safe sites;
Suitability Filters: blocks categories like violence, gambling, adult content.

Reputation Management Strategy

Definition

Reputation management means actively shaping and protecting how people see your brand online.

Crisis Management

Definition

Crisis Management is a structured process that helps a company respond quickly, clearly, and responsibly when something goes wrong, preventing damage to its reputation, customers, and operations.

The 5 Components of Effective Crisis Management

Immediate Acknowledgment: respond quickly and confirm you're aware of the issue before rumors grow;
Accountability: take responsibility instead of blaming others, people trust honesty more than excuses;
Clear Communication: share simple, direct updates about what happened, what it means, and next steps;
Concrete Action: show real solutions (refunds, fixes, protections), not just words or apologies;
Learning & Prevention: review what went wrong and update systems to prevent future crises.

1. What is the main purpose of brand safety?

2. Which scenario best demonstrates a digital brand risk?

3. What is the purpose of monitoring brand mentions online?

What is the main purpose of brand safety?

Select the correct answer

To stop advertisers from using social media

To limit the number of people who see ads

To increase ad prices

To ensure ads appear in safe, appropriate environments

Which scenario best demonstrates a digital brand risk?

Select the correct answer

An ad shown next to a cooking recipe.

An ad appearing beside a misinformation article or hate speech.

An ad in a mobile game with harmless animations.

An ad on a verified company's blog.

What is the purpose of monitoring brand mentions online?

Select the correct answer

To boost advertising results by automatically increasing how often your ads appear across platforms.

To catch issues early before they grow into major problems that threaten your brand's reputation.

To gather large amounts of customer information for future marketing campaigns.

To track competitors' activity in hopes of copying their strategies more quickly.

Alt var klart?

Hvordan kan vi forbedre det?

Takk for tilbakemeldingene dine!

Seksjon 10. Kapittel 3