How come we are not surprised?
The persistent “drip-drip-drip” of brand safety concerns with programmatic advertising – and the heightened perception that online advertising has been showing up in the most unseemly of places — has finally caught up with the once-steady growth of economically priced programmatic advertising versus higher-priced digital formats such as native advertising and video advertising.
In fact, ad tracking firm MediaRadar is now reporting that the number of major brands running programmatic ads through the first nine months of 2017 has actually dropped compared to the same period a year ago.
The decline isn’t huge – 2% to be precise. But growing reports that leading brands’ ads have been mistakenly appearing next to ISIS or neo-Nazi content on YouTube and in other places on the web has shaken advertisers’ faith in programmatic platforms to be able to prevent such embarrassing actions from occurring.
For Procter & Gamble, for instance, it has meant that the number of product brands the company has shifted away from programmatic advertising and over to higher-priced formats jumped from 49 to 62 brands over the course of 2017.
For Unilever, the shift has been even greater – going from 25 product brands at the beginning of the year to 53 by the end of July.
The “flight to safety” by these and other brand leaders is easy to understand. Because they can be controlled, direct ad sales are viewed as far more brand-safe compared programmatic and other automated ad buy programs.
In the past, the substantial price differential between the two options was enough to convince many brands that the rewards of “going programmatic” outweighed the inherent risks. No longer.
What this also means is that advertisers are looking at even more diverse media formats in an effort to find alternatives to programmatic advertising that can accomplish their marketing objectives without the attendant risks (and headaches).
We’ll see how that goes.