Online publications are seeing huge jumps in traffic, but many advertisers are blocked from appearing near content mentioning coronavirus. Large news organizations are calling on advertisers to let their placements show up..
Certain types of ads are still likely to be considered inappropriate. For example, a cruise company wouldn't want to promote deals near a news story about an outbreak on a ship. But stories about everyday life amid the pandemic, if the messaging is respectful, should largely be considered safe for brands.
"There's obviously a balance advertisers will need to find with the right creative message when advertising in these environments," Pauley said. "But beyond this challenge there is an opportunity for brands to participate, by creating a service-driven, empathetic message that will authentically resonate with audiences where they are more engaged than ever.
If you see an ad unit that looks like a blue sky with clouds, the intermediary doing the blocking is DoubleVerify, a company that says it helps brands ensure "viewable, fraud-free, brand-safe ads." Integral Ad Sciences, another ad verification company, blocks promotions by showing an ad for its own product. The company told CNBC last week that coronavirus is now its most-blocked keyword, surpassing "Trump.
Jerry Daykin, senior media director of the Europe, Middle East and Africa region for pharmaceutical giant GSK,that brand safety measures are important to prevent funding hate speech or misinformation, but he said "there really is very little actual brand safety issue on high-quality sites." During a conference call with the Advertising Research Forum last week, Rick Bruner, CEO of ad software company Central Control, said brands would do well to advertise on the front page of prominent news site, "and just say, we are here to support information and media right now."
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