{"id":8320,"date":"2021-01-21T17:12:24","date_gmt":"2021-01-21T17:12:24","guid":{"rendered":"http:\/\/localhost:10151\/?p=8320"},"modified":"2021-01-21T17:12:24","modified_gmt":"2021-01-21T17:12:24","slug":"why-ethical-dilemmas-are-putting-brands-and-their-media-buying-in-the-spotlight","status":"publish","type":"post","link":"https:\/\/jp.umww.com\/en\/um-in-the-news\/why-ethical-dilemmas-are-putting-brands-and-their-media-buying-in-the-spotlight\/","title":{"rendered":"Why Ethical Dilemmas Are Putting Brands and Their Media Buying In the Spotlight"},"content":{"rendered":"

Browse recent interviews with some of the most influential marketers and you\u2019ll see delicately worded commitments to making socially responsible investments in media.<\/p>\n

Indeed, for many years \u2014 with a few notable exceptions \u2014 marketers paid lip service to doing their bit. But over the past year, this has changed. Marketers are increasingly aware that what they buy has an impact on society.<\/p>\n

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Explanations for this epiphany range from the cynical (good PR) to the altruistic (good for society). The reality is probably somewhere in between. Regardless, one thing is for certain: marketers better get used to making tough choices on who they do and don\u2019t decide to buy ads from. It\u2019s a concern that was brought into sharp focus around yesterday\u2019s U.S. presidential inauguration.<\/p>\n

\u201cClients are taking a mixed approach to the inauguration,\u201d said Ben Hovaness, managing direct for marketplace intelligence and innovation at Omnicom Media Group. \u201cSome clients tend to be more conservative and cautious and so will go dark for these periods whereas others are more willing to keep their media running.\u201d<\/p>\n

Many of those spending decisions were based not only on how well social networks could keep ads away from problematic content, but also on whether they gave marketers a clearer line of sight on what content was suitable and ethical. Part of this process looks at the prevalence of violating content on social networks, which is distinct from the number of takedown requests from users.<\/p>\n

\u201cPut another way, it\u2019s like looking at the quantity of arrests that police make and the crime rate,\u201d said Hovaness. \u201cThe two don\u2019t necessarily correlate and if you\u2019re picking an area to live then you\u2019re going to be more concerned about how much crime is happening there than the number of arrests police make. It\u2019s how we help clients think through ethical consequences of media responsibility.\u201d<\/p>\n

American consumers are divided politically and ideologically more than ever before. While these values have always split American society, it\u2019s only recently that embracing those of the other side is likely to cause lasting damage. This divide extends to the media channels people follow, from the opinion news channels they watch to the online groups they\u2019re part of. And it\u2019s made the challenge of trying to market products and services to people all the harder.<\/p>\n

\u201cClients are realizing the content that they\u2019re funding matters as it can have an adverse impact on society that hurts customers, which subsequently hurts business,\u201d said Joshua Lowcock, global brand safety officer at Universal McCann.<\/p>\n

Read Full Article On Digiday<\/a>.<\/p>\n

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Browse recent interviews with some of the most influential marketers and you\u2019ll see delicately worded commitments to making socially responsible investments in media. Indeed, for many years \u2014 with a few notable exceptions \u2014 marketers paid lip service to doing their bit. But over the past year, this has changed. Marketers are increasingly aware that […]<\/p>\n","protected":false},"author":44,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[5,6],"tags":[],"class_list":["post-8320","post","type-post","status-publish","format-standard","hentry","category-thought-leadership","category-um-in-the-news"],"acf":[],"yoast_head":"\nWhy Ethical Dilemmas Are Putting Brands and Their Media Buying In the Spotlight - UM JAPAN<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/jp.umww.com\/en\/um-in-the-news\/why-ethical-dilemmas-are-putting-brands-and-their-media-buying-in-the-spotlight\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Why Ethical Dilemmas Are Putting Brands and Their Media Buying In the Spotlight - UM JAPAN\" \/>\n<meta property=\"og:description\" content=\"Browse recent interviews with some of the most influential marketers and you\u2019ll see delicately worded commitments to making socially responsible investments in media. 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