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Vibrant: The AOP Awards and the importance of premium publisher content

Whilst awards are a way to achieve third party verification of a commitment to quality content, working with an advertising partner that operates a robust publisher evaluation process shows an ability to meet the highest standards.

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Headlines in March claiming brands were ‘funding terrorism’ horrified consumers and rightly brought the importance of premium content and brand safety back into boardrooms. Following this content crisis, nearly half of ad buyers (49.99 per cent) say they will be actively asking for brand safety information in media buys and nearly three quarters (73.43 per cent) agree with pulling ad spend on sites that have unsafe content, as huge brands across the world did. The content crisis has resulted in a huge demand for media titles to demonstrate their content credentials and draw attention to what makes them a premium publisher. However, self-certifying content quality, brand safety and position as a premium publisher just doesn’t meet what brands and ad buyers now want. Third party endorsement of quality, including that of industry bodies like The AOP and commercial partners, is now a must.

 

The AOP’s Digital Publishing Awards is a reliable and influential way of achieving just that, which is why sponsoring a category at the AOP Digital Publishing Awards was so important for Vibrant Media. The AOP’s awards have long been recognised as a celebration of the digital publishing world, championing commercial, editorial and creative excellence, so achieving a place on a category shortlist at the AOP awards is a significant third party endorsement itself.

 

We congratulate not only Wilmington Healthcare for HSJ winning the Best Online Media Property/Brand (B2B) award we sponsored, but also Dezeen, Haymarket’s Campaign, Risk.net, InfoPro Digital and The Drum for their consistently compelling content.

 

Awards aren’t the only way to achieve third party verification of a commitment to quality content. Working with an advertising partner that operates a robust publisher evaluation process shows an ability to meet the highest standards. Vibrant Media has a dedicated Content Quality Team which operates a twelve-step process to assess the premium nature of publishers’ operations and content before permitting them into its 6600 strong network. These publishers also benefit from free access to SafeServe™, Vibrant Media’s proprietary content verification technology which contextually analyses the articles of every permitted publisher in real time for their suitability to display brands’ ads. SafeServe™ has been continuously optimized over eleven years since it was first developed.

 

Vibrant has recently bolstered its quality assurance processes by recruiting industry-trusted measurement companies which enable the Content Quality Team to monitor viewability, brand safety, ad fraud and overall performance in real time, as well as to provide evaluation reports to clients on demand. Vibrant has also been awarded industry seals and certifications from third parties. The ABC audited JICWEBS Brand Safety/DTSG Seal gives brands greater reassurance that their advertising is more likely to reach the right audience and is not associated with content that could jeopardize brand reputation. TAG’s Inventory Quality Guidelines (IQG) Seal certifies Vibrant Media’s compliance with a set of common disclosures that describe and disclose the characteristics of advertising inventory and creative content before and during transactions.

By working with third parties – such as industry bodies like the AOP – publishers can truly demonstrate the quality of their content.

 

Fiona Salmon

Global VP of Business Development at Vibrant Media

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