Comscore created a new brand safety too to protect against marketers advertising over content related to COVID-19. The organization works with companies across different media platforms for advertising. The new brand safety tools give companies the ability to fine-tune their marketing efforts according to their own appetite for risk, in an environment that is consistently changing. However, companies that wish to have the ability to advertise over COVID-19 related content. The new tools are viable for all customers of Comscore's targeting suite.
Rachel Gantz, the General Manager Activation Solutions for Comscore spoke about the new tools, "We are working closely with our clients to maintain brand-safe audience engagement and this tool will hopefully give marketers one less thing to worry about."
Advertising Safety Tools
Comscore Unveils Brand Safety Tools in Response to COVID-19
Trend Themes
1. Brand Safety Tools - The new brand safety tools from Comscore offer disruptive innovation opportunities for companies to protect their brands while advertising over COVID-19 related content.
2. Fine-tuning Marketing Efforts - The ability to fine-tune marketing efforts according to their own risk appetite presents disruptive innovation opportunities for companies using Comscore's brand safety tools.
3. Maintaining Brand-safe Audience Engagement - Comscore's brand safety tools aim to help maintain brand-safe audience engagement, providing disruptive innovation opportunities for marketers to focus on other aspects of their campaigns.
Industry Implications
1. Advertising Technology - The advertising technology industry can leverage Comscore's brand safety tools to address the challenges faced by marketers when advertising over COVID-19 related content.
2. Digital Media - In the digital media industry, Comscore's brand safety tools offer disruptive innovation opportunities for companies to ensure their ads are displayed in a safe and appropriate context, especially during the pandemic.
3. Marketing Analytics - Comscore's brand safety tools provide disruptive innovation opportunities for the marketing analytics industry to develop more advanced tools and strategies in optimizing advertising campaigns.