Sphere Event - Brand Safety, Fake News and a Greater Demand for Creativity

5 mins

Friday 9th June saw a fantastic panel take to the stage in front of over 150 attendees at Th...

By Amy Halls

Senior Marketing & Talent Manager

Friday 9th June saw a fantastic panel take to the stage in front of over 150 attendees at The Cumberland Hotel, Marble Arch for our first event of 2017.

The morning's discussion centered around brand safety, better measurement of results, GDPR and the demand for greater creativity, topics which sparked a lively debate among the panelists.

With issues such as fake news supposedly influencing the US election, brand's online ads appearing alongside inappropriate and extreme content on the likes of Google and YouTube, changes to data regulations less than 12 months away and the need for better measurement to drive more effective campaigns, there were a number of insightful and important take aways for all those in attendance:

Brands are increasingly positioning their ads alongside user generated content (UGC), a practice which used to be a no-go but is now more and more common practice. More still needs to be done to ensure the brand's integrity is not compromised by the appearing alongside negative or defamatory content.

CMOs need to consider their brand's safety before something goes wrong and forward planning for multiple eventualities is essential.
There's too much focus on the short-term goals associated with campaigns. Shifting towards better ongoing goal setting and measurement will lead to more effective ad campaigns.

The Panel (from left to right)

      • Justin Pearse, The Drum (Moderator)
      • Anthony Rhind, Beamly
      • Amir Malik, Accenture Digital
      • Ruth Zohrer, Mindshare
      • Paul Nasse, Integral Ad Science
      We'll be holding our next event in October 2017, so please keep an eye out for more information. If you'd like to be on the panel or involved in any way, please get in touch with Alex in our marketing team via alex@spherelondon.co.uk

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