53% Place Social Media As Most Likely To Risk Brand
Social media remains the top priority for digital media stakeholders in 2024, ahead of digital video (including connected TV), digital display, and influencer marketing, according to a report from Integral Ad Science. However, social media also continues to be the most vulnerable to challenges in the digital media ecosystem. When asked which media types will face the most serious challenges in the next 12 months, 39% of respondents ranked social media among their top concerns, followed closely by digital video (36%) and influencer marketing (28%). While the gap between social media and other formats has narrowed from last year, its susceptibility to misinformation remains a major concern, particularly in an election year.
Brand safety remains a pressing issue for advertisers, agencies, and ad tech executives. The biggest challenge cited is ads appearing alongside risky content or misinformation, followed by concerns over ad fraud. Among various media types, social media is seen as the most vulnerable to brand risk, with 53% of respondents placing it among their top concerns, far ahead of digital video and CTV (40%). This aligns with past research showing that paid social media advertising carries the highest brand safety risk for advertisers.
Digital video, while continuing to see strong investment, is not without its own challenges. A staggering 83% of respondents agree that ad fraud will become a greater concern as digital video inventory grows, while 81% anticipate increasing brand safety concerns. Despite these risks, social media and digital video are still considered the most innovative digital advertising formats, ensuring that ad spending in these areas will continue to grow. Marketers will need to balance the opportunities these platforms present with the risks they pose to brand reputation and ad effectiveness.
As digital ad investment remains strong in social media and video, brands and agencies must take proactive steps to mitigate risks while capitalizing on innovation. Enhanced brand safety measures, fraud prevention strategies, and strategic media planning will be critical in ensuring successful digital campaigns in an increasingly complex media landscape.
Key Actionable Takeaways:
Prioritize Brand Safety Measures – Implement robust brand safety controls to prevent ads from appearing next to misinformation or inappropriate content on social media.
Use AI and Contextual Targeting – Leverage AI-driven tools and contextual targeting to ensure ad placements align with safe and relevant content.
Diversify Digital Ad Spend – While social media and digital video are key channels, consider diversifying across display, search, and emerging platforms to mitigate risk.
Monitor Social Media Risks Closely – Stay updated on evolving risks in social media, particularly misinformation and election-year volatility.
Strengthen Fraud Prevention Strategies – With growing concerns about ad fraud in digital video, work with trusted platforms and use third-party verification tools.
Leverage Private Marketplaces for Video – Utilize private marketplace (PMP) deals for digital video and CTV to ensure greater control over ad placements.
Focus on High-Quality Inventory – Invest in premium social media and video placements that offer better safeguards for brand reputation.
Balance Innovation with Risk Management – While social media and digital video offer opportunities for innovation, assess risk factors before increasing investment.
Implement Real-Time Monitoring – Use monitoring tools to track ad placements and take corrective action if ads appear in unsafe environments.
Educate Teams on Brand Safety Best Practices – Train marketing and media buying teams on best practices for mitigating brand safety risks across digital platforms.
