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Direct Line and MediaCom Partner in OpenSlate Test to Raise Industry Standards

15/05/2017
Media Agency
New York, USA
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Direct Line is the first UK brand to trial OpenSlate to improve brand safety online

Direct Line today announces that it has become the first brand in the UK to use social video analytics platform OpenSlate’s new brand safety features to enhance brand safety on its YouTube media buys, through a partnership with MediaCom UK.

Direct Line will use the platform to gather more granular insights into where its ads are placed on YouTube.

OpenSlate provides increased control and content safeguards around YouTube media spend. The analytics platform scores ad-supported YouTube content for brand safety and quality, and provides advertisers with contextual insights, analysing over 250 million videos and audience data each day.

Sam Taylor, ‎Brand & Commercial Marketing Director at Direct Line Group, said: “Maintaining brand safety is not the sole responsibility of one person or business. It is something we, as an industry, need to tackle together. OpenSlate will provide Direct Line with yet another layer of assurance that our advertising will appear in a brand-safe environment. In the unlikely event that an ad does appear somewhere dubious, we can act quickly to rectify the situation.”

Phil Smith, Director General of ISBA commented: “Placing advertising in the right context is an industry challenge. While Google is listening to ISBA and its members and is taking action, more needs to be done. DLG's move to be first in the UK to use OpenSlate demonstrates its willingness to take responsibility for brand safety and the strength of its partnership with MediaCom.”

Jimmy Butchart, OpenSlate Managing Director said: “Brand safety is a sensitive subject for digital advertisers. It is great to see Direct Line Group taking the necessary measures to ensure they’ve got the optimum safety when advertising on YouTube. Their focus on reaching the right audience, in the right context, makes them the ideal client to launch the OpenSlate and Mediacom UK partnership.”

Luke Bozeat, COO at MediaCom UK said: “The issue of brand safety and brand care is complex in this constantly evolving media landscape. The introduction of OpenSlate into our media offer will give users of the platform much more control and insight into their YouTube advertising investment.”

Richard Foan, Chairperson of JICWEBS (The Joint Industry Committee for Web Standards), said: “Innovation is key to success and that applies to building trusted digital advertising, the innovative approach of Direct Line Group in addressing Brand safety processes with the support of MediaCom and GroupM is highly encouraging for our sector. GroupM is a JICWEBS DTSG signatory to help support how our industry moves forward on brand safety and other digital standards.”

GroupM, the media investment management unit of WPP, announced it had partnered with OpenSlate in March 2017. OpenSlate’s tools rolled out for US MediaCom clients on 15th April.

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