Brand Safety 101: The Importance of Advertising Environments You Can Trust​

In a world where misinformation looms large, advertisers need to be hyper-focused on keeping their brand safe from inadvertently supporting potentially harmful content. ​Public trust, truth, and transparency have enormous value, and amid this growing sentiment, local news has emerged as one of the safest environments for advertisers.

Meredith Cunningham Published: June 17, 2022

In a world where misinformation looms large, advertisers need to be hyper-focused on keeping their brand safe from inadvertently supporting potentially harmful content. ​Public trust, truth, and transparency have enormous value, and local news has emerged as one of the safest environments for advertisers. According to a Knight-Gallup study, more Americans trust local news than national news – including cable, newspapers, and digital outlets. 

Benefiting from the news-trust halo, a term coined by the IAB to describe the benefits brands see when advertising in news, brands can use local news as a powerful vessel for brand messaging.​ That’s because 84% of consumers feel that advertising within news increases or maintains brand trust. On top of that, the IAB found that consumers who view advertising on their favorite news outlets are also: 

  • 45% more likely to visit the brand’s website or search for more information online​  
  • 43% are more likely to consider buying from the brand 
  • 41% more likely to talk about the brand with family or friends 

This trust in local news comes largely from the good work local news stations do in the community. Initiatives like Little Wishes, Creative Futures, and A Seat at the Table are all efforts that cause audiences to see local journalists – and their advertising partners – as caring, empathetic, and trustworthy voices in their local areas.  

This sentiment is also reaffirmed by initiatives like VERIFY, TEGNA’s solution to stop the spread of misinformation.​ The VERIFY team, with help from questions submitted by the audience, researches claims that need verification or clarification and provides trustworthy, credible information to prove or disprove them. Sources are always provided at the top of each story, allowing the audience transparency into the process.  

Fighting Against Ad Fraud 

Not only do brands need to worry about consumer and news-viewer trust, but also ad fraud. The cost of ad fraud is significant, as a recent study performed by TrafficGuard estimates that fraud will cost advertisers $87B in 2022.  

But what is ad fraud? It’s defined as any attempt to defraud digital advertising networks for financial gain. For example, an advertiser could see campaign results that include inflated or fake stats, including clicks to a website coming from bots, or counting impressions for ads that were never viewed. To protect media investment, Brands need to ensure their advertising dollars are not being wasted on non-human interactions by thoroughly vetting media partners.  

To help fight against ad fraud, all TEGNA platforms are TAG Certified Against Ad Fraud. Earning the TAG certification with the Trustworthy Accountability Group, the leading global initiative fighting criminal activity and increasing trust in the digital advertising industry, further underscores our commitment to our advertisers. This partnership validates what we have been doing from the onset, providing a brand-safe, fraud-free environment that delivers business outcomes for our advertisers.  

About TEGNA 

TEGNA is leading the local news industry with a commitment to providing consumers with trusted accurate information, and clients with advertising environments that are fraud-free and are rooted in brand safety. Let’s get in touch to see if advertising with TEGNA is right for your brand.  

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