Association of Online Publishers

CRUNCH 4.5: Brand spend accountability: how are brands working with publishers and the ad industry to demonstrate social responsibility

Date: 28 Oct 2021

We joined eight industry experts to hear how advertisers are developing strategies to ensure their ad spend and ad placement is in line with their social responsibility ambitions – and what you as a publisher can do to support these goals. As social responsibility is becoming a competitive advantage for advertisers, how can you join the journey?

Bitesize

Advertisers have huge economic power with their ad spend and need to think carefully about where they’re spending their money. It’s also important to note that there’s a line between ‘hate’ and ‘opinions you disagree with.’ Freedom and integrity of press should be preserved.
The conversation needs to be shifted from Corporate Social Responsibility to Corporate Social Justice. Responsibility implies something that can be put aside when inconvenient; justice is about tackling social inequalities because it is right – not just because it is advantageous.
We have a responsibility to understand the environmental impact of our actions, and to lead the way in responsible media and advertising. If you can’t eliminate the carbon emissions in, say, your TV media, how can you balance it by reducing your output in the creation of your advertising?
Media positioning matters and placing purposeful advertising against quality media hugely impacts on the efficiency of your messaging. Think about saying, “I love you, Mum” – how much more impactful is it when delivered in a card with flowers than when you just send a text?
It only takes one person to inspire change with an organisation – you can be that person. We are stronger together when we act as one across the whole media ecosystem.