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What Brand Safety and Suitability settings do we offer (Digital)?

What is Brand Safety and Brand Suitability?  NZME has many domains, including news publications. Often there are articles where you may not want your campaigns to appear on. While brand safety ensures that ads do not appear in harmful or inappropriate contexts, brand suitability ensures that ads appear in the most contextually relevant and beneficial environments. Both are essential for protecting a brand's reputation and maximizing the effectiveness of its advertising efforts. What are NZMEs default Brand Safety settings?  NZME does not add brand safety to your campaign by default unless it aligns with ASA restrictions on sensitive brand categories (e.g Alcohol, Adult content, Politics etc). For more information on these restrictions please search your brand category on the ASA here. If would like additional brand safety or suitability restrictions on your campaigns, please talk to you NZME representative about including these for all your bookings or even just single bookings if you wish.

How can NZME protect my brand on their properties? 

NZME has several different methods available to safeguard your brand on our platforms, including: 

  • Contextual Exclusions: Stop your ads from showing on any domain, site section or story topics, such as crime or politics, which aren’t the right fit for your messaging. 
  • Article Exclusions:  If there is a specific article you do not want your brand to show against, we can block at an article level. Depending on the specific article, we can sometimes dynamically block any connected articles published afterward. 
  • Sentiment Exclusions (NZHerald only): We categorise our articles on NZH as positive, negative, or neutral in sentiment using IBM Watson. You can target or exclude any of these categories to boost the brand sentiment of your campaign. 
  • Keyword Exclusions: Provide a list of NZME derives a set of keywords for each article based on the title and text in the first paragraph. These will usually indicate key themes for the story which can then be targeted or excluded. We can apply the NZME keyword exclusion list (link here), or you can provide a list of keywords to us, and we’ll match them on our side. The maximum number of keywords we accept is 700.  
  • Audience Exclusions: Using NZME’s audience data, we can target your audiences away from specific groups of audiences that you don’t want to see your brand or offers. 
  • Location Exclusions: We can stop your ads from showing to geographic locations at multiple levels, including Country, City or Region. 

 

Can I see if my brand served against unwanted content? 

 

Post or mid campaign we can see if you campaign served against unwanted domains, site sections, 

or locations. Unfortunately, we cannot report on keywords, sentiments, audiences, or specific articles. 

 

We do accept 3rd party ad verification or blocking tags for your digital display, video and 

native bookings. Please speak to your 3rd party provider for more details on reporting and verification 

methodology. 

 

Can I add Brand Safety on all my NZME bookings by default? 

We need specific instructions to apply brand safety onto all your campaigns by default and these may cause under-delivery or a reduction on reach, depending on what you’d like to apply. Also, we may not be able to apply settings on all of our products (e.g we can keyword exclude for display, but not audio) 

 

For Further Information please speak to your NZME representative