07 Mar
Trusted Media Brands Survey Reports That Now More Than Ever, Marketers Need Targeted and Brand Safe Environments

Fake News, Ad Fraud and Lack of Transparency are a Setback for Programmatic

NEW YORK, NY – (March 7, 2017) – Trusted Media Brands, Inc. today released primary research from it’s latest survey looking at agency and marketer sentiment toward the importance of key elements in the digital buying process. The survey, commissioned by Advertiser Perceptions on behalf of Trusted Media Brands, polled roughly 300 agency and client side marketers to ask about the programmatic digital buying process. The key takeaways revealed that now, more than ever, marketers need brand safe environments that offer targeted audiences to ensure reliable and effective campaigns.

Other survey highlights include key struggles participants have when buying ads programmatically. Results show that almost three-fourths of participants (73 percent) agree the ability to buy ads programmatically is important. Brand safety and site credibility showed to be even more important to participants – 81 percent of marketers reported a brand safe environment for advertising is a high priority. While it is a high priority, brand safety is also extremely challenging to guarantee – 71 percent of respondents say it’s difficult to ensure brand safe environments while buying programmatically on the open exchange.

“Fake news, ad fraud and non-premium content has marketers rethinking where and how they place their digital ads,” said Rich Sutton, Trusted Media Brands’ chief revenue officer. “Premium publishers, like Trusted Media Brands, offer private marketplaces and guaranteed accuracy to ensure we are providing a trusted, brand safe environment for our clients and that they are targeting the right audiences.”

The survey supports Trusted Media Brands’ reputable offering, reporting that 65 percent of advertisers and marketers agree TMBI is a top publisher in providing trusted, brand safe environments for digital advertising.

Other key highlights from the survey include:

  • Audience Matters Most. The factors most important to marketers when making their digital buying decisions are audience target delivery, viewability and brand safe environments. Over the next 12 months, half of all digital advertisers plan to increase their spending on audience data targeting.
  • Accuracy and Relevancy Are Key. While audience target delivery is a top factor driving campaign effectiveness, ad creative and brand safe environments were also rated important by a majority of respondents.
  • Transparency Wanted. Reaching the right audience topped the list of challenges among digital buyers, but transparency was also a common theme. More than half of the survey respondents say they don’t see programmatic transparency getting better. This is a possible roadblock for the burgeoning ad delivery technology.

The survey was conducted in January 2017 among 312 U.S. media decision makers from the Advertiser Perceptions Omnibus Panel. Of these participants, 299 are actively involved in media brand selection decisions for digital/mobile or TV advertising.

The full white paper on the study, along with additional charts and graphs can be downloaded here.


About Trusted Media Brands, Inc.

Trusted Media Brands, Inc. is a visionary, brand-driven multiplatform media company, home to iconic brands like Taste of Home, the world’s largest circulation food media brand; Reader’s Digest; The Family Handyman, America’s leading source for DIY; a suite of highly targeted brands including Birds & Blooms, Country, Country Woman, Farm & Ranch Living and Reminisce; and digital properties which include EnrichU, the Taste Community and Haven Home Media. Trusted Media Brands reaches active consumers who genuinely connect with our blend of uplifting and enduring expertly-curated family, food, health, home improvement, finance and humor content – digitally, via social media, magazines and books, and events and experiences. Founded in 1922 by DeWitt Wallace as The Reader’s Digest Association, one of the first user-generated content publishers, Trusted Media Brands is headquartered in New York City. For more information, visit TMBI.com.


About Advertiser Perceptions

Advertiser Perceptions is the world leader in providing media company executives with the research-based advertiser insight and guidance necessary for producing superior advertiser experiences. The company specializes in determining, analyzing, communicating and applying what advertisers think — their plans, opinions and motivations.