In the age of media, to sustain a brand takes a lot of effort. From perfectly curated content to expanding its image to appeal to customers, a brand’s sustenance depends on multiple factors, one of which is brand suitability.
So, what is brand suitability? This term refers to aligning the brand’s unique concept and identity with relevant content, target audience, market value, business objectives, and customer base.
While most people confuse brand suitability with brand safety, their differences couldn’t be more obvious. Brand safety covers unacceptable content demonetization, while brand suitability works to curate and devise content that aligns with the brand’s identity and values.
There’s so much more brand suitability than what meets the eye. Today we’ll be taking a comprehensive look at the world of brand suitability and everything you need to know about it.
Importance of Brand Suitability
So, why does a brand require brand suitability? The answer lies within factors that could potentially affect the revenue that a brand might receive based on their content. If the brand’s persona’s suitability and image are already established, the following problems may not arise.
- Protection of the Brand: The advertisement of harmful content can be protected through tactful employment of brand suitability. This helps the brand avoid any change of demonetization or flagged content.
- Relevance to the Brand and Ads: Through brand suitability, the advertisement is curated to be specific to the brand’s content or niche. This phenomenon of contextual alignment can increase the Ad recall by a margin.
- Consumer Engagement and Perception: Through multiple surveys, the conclusion has reached the content, and the advertisements against it go hand in hand. If they both don’t align contextually, the engagement from the content will decrease drastically. This is where brand suitability comes in handy.
YouTube and Brand Suitability
YouTube is a diverse platform, and the massive publishing speed makes it essential for the channel’s branding to be optimized. Through Brand Suitability, the channel can grow in local environments while keeping in check the language and content regulations.
Since YouTube is a user-generated content platform, it allows for a more flexible set of rules regarding content regulation and monetization. This is why YouTube also accommodated discussion and freedom of speech for widely flagged topics available to be consumed by the general audience.
How to Practice Brand Suitability
To exercise brand suitability, the foundation needs to be laid in the form of brand guidelines. This includes policies on all media buying activities taking place in the individual marketplace. This is inclusive of the following elements:
- Media and Planning: The content should be curated to appeal to a majority of the audience. The policy in this regard can be customized according to inclusion and exclusion lists. This will include targeting the context and bringing traffic through keywords, interest, and background.
- Media Market and Optimization: By optimizing and media planning, the content can be pushed forward on a framework that endorses the brand identity. This included using artificial intelligence to pick up the context in the video and the audience’s reaction. Machine learning and human curation also play a role in this carefully optimize the content to steer away from flagged content.
Conclusion
Brand suitability is a holistic approach towards the world of media buying that ensures a rewarding outcome from any advertising plan chosen for the company. The brand’s identity remains protected through proper practice while a relevant ad to content engagement is curated.
The content delivery across borders is ensured through brand suitability, while the revenue plan is made to avoid any deficits. Proactive suitability is precisely what every brand needs.
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