Happy New Year! Welcome to the BSI January 2024 Newsletter, the first newsletter of the year!
In this newsletter, we:
Explore the challenges of ensuring brand safety and suitability in the digital advertising world, particularly in the context of generative AI and podcast content.
Discuss the delicate balance between revenue goals and player engagement in the gaming industry and the importance of diversity, equity, and inclusion initiatives.
Delve into the intersection of fashion and commerce in the gaming metaverse and share insights from BSI's Marketer Roundtable 2024 Forecast.
Highlight Seekr's brand safety platform for podcasts and the future of PR with AI integration.
Discuss the case for curated inventory in a cookie-less world and the rise of AI concerns in media.
Thank you for being part of the BSI community, and stay tuned for more industry updates!
The Threat of Bad Actors in Generative AI for Brand Safety
The integration of generative AI in digital advertising holds great promise, but it's not without its challenges. Bad actors can exploit AI for deception, blurring the lines of authenticity. Recent incidents serve as a stark reminder of the complexities of AI adoption. We explore the need for robust safeguards to protect brand integrity and strike the delicate balance between innovation and security in the realm of digital advertising. Full Story
Brand responsibility, like Media Responsibility, is Both Brand and People Safe
Brand safety in the gaming industry is facing challenges as some brands are seen as misusing their adoration by fans. Examples include Apex Legends' pricing of in-game cosmetics, Final Fantasy 7 themed event, and Warframe's high-priced items, which have left players discontented. This highlights the delicate balance between revenue goals and player engagement in gaming, where brand and media responsibility are crucial. Meanwhile, platforms like Roblox are diversifying their digital marketplace, requiring robust measures for brand safety as they empower users to sell digital goods. Brand safety is a prime consideration in the evolving gaming landscape, impacting loyalty and ethics in growth and pricing strategies. Full Story
Shifting Acts to Action: Authenticity in DE&I
Diversity, Equity, and Inclusion (DE&I) are at the forefront of corporate agendas, and our next feature reinforces why. We delve into the resilience of DE&I initiatives despite recent challenges and changes in the landscape. Uncover how diverse teams fuel innovation, enhance problem-solving, and make smarter decisions, ultimately benefiting the bottom line. Companies with dedicated DE&I executives excel in customer satisfaction and employee engagement. Dive into the depths of DE&I, where honest communication and continuous implementation are keys to thriving in the new era of corporate responsibility. Full Story
Fashion Meets Commerce in the Gaming Metaverse
The gaming industry is undergoing a transformative "twinning" experience, where digital and physical items coexist seamlessly. Roblox leads the charge, allowing users to purchase both digital and physical merchandise. Explore how brands are connecting e-commerce with Roblox, potentially opening new revenue streams. Learn why users engaging with brands on Roblox are more likely to make physical purchases. Discover the 2023 Roblox Digital Expression, Fashion & Beauty Trends report, showcasing the growing trend of in-game purchases among Gen-Z Roblox users. Effective brand integration in gaming requires authentic engagement and a watchful eye on brand safety. Full Story
BSI Marketer Roundtable 2024 Forecast
In case you missed it, last month BSI’s Marketer Roundtable came together to discuss how members are evaluating their opportunities and pitfalls as they chart their course into 2024. From navigating global events and conflicts to grappling with the transformative power of Artificial Intelligence (AI), this discussion among senior marketing executives shed light on key themes, questions, and considerations that will shape investment strategies in the coming year. Our hope is that these insights will be valuable to Brand Safety Officers across the ecosystem, whether buying ads in 2024 or selling them. Full Story
Advisory Board Member Highlight
Around The Industry
Seeker Introduces Brand Safety Platform To Help Podcast Industry Keep Attracting Dollars
The prevailing method for implementing the GARM Brand Safety Framework in podcasts involves utilizing excessively restrictive keyword blocklists. To address this issue, AI content evaluation company Seekr launched Align, a tool that rates the "civility" of podcast discussions using a Civility Score on a scale of 0 to 100, assessing the severity and frequency of personal attacks. The tool aims to help advertisers navigate brand safety and suitability concerns in the podcasting space and aims to encourage responsible content that aligns with brand values while preserving free speech. Full Story
Study: 49% of Marketers Expect To Increase Ad Spend on Podcasts
Dive into the world of podcast advertising, where 49% of marketers anticipate increased spending over the next five years. Discover the reasons behind this surge, from brand safety to accurate targeting and engaging affluent audiences. The podcast space holds untapped potential for connecting with highly engaged consumers. Full Story
The Top PR Predictions for 2024: More AI, Less X
Explore the future of PR as AI takes center stage. PR professionals in 2024 will enhance strategies through AI while emphasizing trust-building, authenticity, and quality over quantity. Transparency about AI usage with clients becomes crucial, and PR teams play a central role in identifying brand-threatening conversations. LinkedIn emerges as a platform for journalism and storytelling. Flexibility and versatility in PR strategies will be essential in reinforcing messages across channels. Smaller businesses may opt for niche communication partners, and internal positioning gains prominence due to the global talent shortage. Full Story
DoubleVerify’s Zagorski Urgest Responsible Response To Rise of AI Concerns
As artificial intelligence and generative AI emerge in the media world, how should we think about the pros and cons? Watch Here
The Case for Curation: How Vetted Inventory May Be The Key To Success in a Cookie-less World
In programmatic advertising, curated and vetted inventory emerges as a solution to balance quality, privacy compliance, and value. Discover how AI optimizes the supply chain and how a privacy-centric, consent-based marketplace emphasizes curated supply. Quality over quantity becomes the priority, requiring value-based relationships and partnerships across the advertising ecosystem. Transparency and sustainability take center stage in this evolving landscape. Full Story
Thank you for being a part of the BSI community. We look forward to bringing you more insightful stories and industry updates in the coming months. Stay tuned, and we'll see you next month!
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