Brand Safety − safe content and advertisement on MTV’s online services

At times, the news world covers tragic or difficult subjects that the advertiser does not wish to see in relation to their brand. MTV invests in the brand safety of its online services (the news site mtvuutiset.fi and the mtv VOD service).

Having content that is safe for the brand is an excellent starting point, not only for good viewability but also for successful campaigning. On the mtv VOD service, advertisers have already been able to choose the content in which they want their advertisement to be shown. MTV’s online services do not contain user generated content, meaning that our content is always either written or chosen by MTV.

Brand Safety on the news site mtvuutiset.fi − what does it actually mean?

  • Brand Safety automation: we define so called “difficult” subject tags, in which automatically no advertisement is ever shown. The subject tag list is monitored regularly with the news and technology departments.
  • Applies to the following advertisement formats: display, video, native (excluding the MTV Uutiset application)
  • Applies to all buying methods: direct, programmatic, performance-based
  • Does not yet apply to the MTV Uutiset application

 

  • Ad Hoc situations: a manual practice implemented during office hours, which reacts to advertisement placement when a surprising news subject, which has not been considered beforehand in the automation, occurs.
  • Advertisement can be disabled fastest on the display. Video and native might take a working day.
  • Applies to all buying methods: direct, programmatic, performance-based
  • Does not yet apply to the MTV Uutiset application

 

  • Customer-specific needs and additions: In direct campaigning and programmatic deals we can customer-specifically tailor the brand safety to meet the customer’s needs.
  • Applies to display formats
  • Applies to the following buying methods: direct, programmatic deals
  • Does not yet apply to the MTV Uutiset application

 

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