{"id":9226,"date":"2023-12-24T14:00:57","date_gmt":"2023-12-24T12:00:57","guid":{"rendered":"https:\/\/www.andreoliestudio.com\/?p=9226"},"modified":"2024-02-12T11:43:39","modified_gmt":"2024-02-12T09:43:39","slug":"de-que-trata-el-brand-safety","status":"publish","type":"post","link":"https:\/\/www.andreoliestudio.com\/en\/noticias\/de-que-trata-el-brand-safety\/","title":{"rendered":"Conoce los beneficios de la estrategia del &#8220;brand safety&#8221;"},"content":{"rendered":"<div id=\"attachment_9227\" style=\"width: 1034px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-9227\" class=\"size-large wp-image-9227\" src=\"https:\/\/www.andreoliestudio.com\/wp-content\/uploads\/De-que-trata-el-brand-safety-3-1024x681.jpg\" alt=\"\" width=\"1024\" height=\"681\" srcset=\"https:\/\/www.andreoliestudio.com\/wp-content\/uploads\/De-que-trata-el-brand-safety-3-1024x681.jpg 1024w, https:\/\/www.andreoliestudio.com\/wp-content\/uploads\/De-que-trata-el-brand-safety-3-300x199.jpg 300w, https:\/\/www.andreoliestudio.com\/wp-content\/uploads\/De-que-trata-el-brand-safety-3-768x511.jpg 768w, https:\/\/www.andreoliestudio.com\/wp-content\/uploads\/De-que-trata-el-brand-safety-3-900x600.jpg 900w, https:\/\/www.andreoliestudio.com\/wp-content\/uploads\/De-que-trata-el-brand-safety-3.jpg 1280w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><p id=\"caption-attachment-9227\" class=\"wp-caption-text\">Foto: Pexels.com<\/p><\/div>\n<p>Cuando hablamos de brand management o branding nos referimos a un concepto primordial cuando se construye una marca. <strong>Aqu\u00ed agrupamos elementos b\u00e1sicos como valores, imagen y posicionamiento<\/strong>. Estos factores pueden ser afectados negativamente cuando se hace marketing digital. \u00bfC\u00f3mo? Cuando se obvia el contexto.<\/p>\n<p>Empresas han visto afectada su reputaci\u00f3n\u00a0 luego de que un anuncio apareciera durante un mensaje de odio, pornograf\u00eda, noticia falsa, entre otros, en redes sociales o enlaces. Para evitar esta situaci\u00f3n se aplican estrategias cimentadas en el brand safety. Este m\u00e9todo promete garantizar la reputaci\u00f3n de una marca en l\u00ednea. <strong>El sistema ofrece protecci\u00f3n para que la publicidad aparezca de forma id\u00f3nea<\/strong>. Es decir, donde, cuando y ante quien se debe.<\/p>\n<p><strong>Cuando una marca se aplica la estrategia del brand safety se anunciar\u00e1 solo en entornos protegidos y seguros.<\/strong> Esto tambi\u00e9n incluye que se obvie un contexto perjudicial o sensible. Por su puesto, que podr\u00e1 variarse el contenido seg\u00fan los \u00a0valores y objetivos que posea la marca.<\/p>\n<div id=\"attachment_9229\" style=\"width: 511px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-9229\" class=\"size-full wp-image-9229\" src=\"https:\/\/www.andreoliestudio.com\/wp-content\/uploads\/De-que-trata-el-brand-safety-2.jpeg\" alt=\"\" width=\"501\" height=\"750\" srcset=\"https:\/\/www.andreoliestudio.com\/wp-content\/uploads\/De-que-trata-el-brand-safety-2.jpeg 501w, https:\/\/www.andreoliestudio.com\/wp-content\/uploads\/De-que-trata-el-brand-safety-2-200x300.jpeg 200w\" sizes=\"auto, (max-width: 501px) 100vw, 501px\" \/><p id=\"caption-attachment-9229\" class=\"wp-caption-text\">Foto: Pexels.com<\/p><\/div>\n<h3>El brand safety online se focaliza en actuar sobre los siguientes puntos:<\/h3>\n<p><strong>Publicidad automatizada.<\/strong> Los anuncios que son controlados por algoritmos inteligentes y que aparecen de forma autom\u00e1tica pueden llevar a p\u00e1ginas web da\u00f1inas para una marca. Es por ello que seg\u00fan los valores de cada firma se dar\u00e1 una connotaci\u00f3n positiva o negativa a un sitio web. Para tener una idea general, hay estudios, como el realizado por Grapeshot, que se\u00f1alan al menos unas 12 categor\u00edas que ser\u00edan de seguridad baja para anunciar. En estas se incluyen, por ejemplo, las webs para adultos o de descargas il\u00edcitas.<\/p>\n<p><strong>Redes sociales.<\/strong> Instagram, Facebook, TikTok, X, entre otras, representan una Buena oportunidad para que las marcas anuncien en ellas. Pero, existe la posibilidad de que sus anuncios aparezcan durante cualquier tipo de post de un usuario. El riesgo de da\u00f1ar la reputaci\u00f3n es muy alto.<\/p>\n<p><strong>Fake news.<\/strong> Identificar las noticias falsas que se viralizan es un tema que afecta incluso a las webs informativas. Evitar que el anuncio de una marca se visualice junto a un bulo es un reto sobre el cu\u00e1l trabajar.<\/p>\n<p><strong>Los Podcast.<\/strong> Muchas de las plataformas donde se reproduce este formato poseen pocas restricciones de contenido. Por ello es com\u00fan que la publicidad que se programe aparezca en espacios perjudiciales.<\/p>\n<p><strong>Tener clara la audiencia o p\u00fablico objetivo.<\/strong><\/p>\n<div id=\"attachment_9231\" style=\"width: 1034px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" aria-describedby=\"caption-attachment-9231\" class=\"size-large wp-image-9231\" src=\"https:\/\/www.andreoliestudio.com\/wp-content\/uploads\/De-que-trata-el-brand-safety-1-1024x682.jpg\" alt=\"\" width=\"1024\" height=\"682\" srcset=\"https:\/\/www.andreoliestudio.com\/wp-content\/uploads\/De-que-trata-el-brand-safety-1-1024x682.jpg 1024w, https:\/\/www.andreoliestudio.com\/wp-content\/uploads\/De-que-trata-el-brand-safety-1-300x200.jpg 300w, https:\/\/www.andreoliestudio.com\/wp-content\/uploads\/De-que-trata-el-brand-safety-1-768x512.jpg 768w, https:\/\/www.andreoliestudio.com\/wp-content\/uploads\/De-que-trata-el-brand-safety-1-900x600.jpg 900w, https:\/\/www.andreoliestudio.com\/wp-content\/uploads\/De-que-trata-el-brand-safety-1.jpg 1280w\" sizes=\"auto, (max-width: 1024px) 100vw, 1024px\" \/><p id=\"caption-attachment-9231\" class=\"wp-caption-text\">Foto: Pexels.com<\/p><\/div>\n<h3>Algunas \u00a0estrategias del brand safety para asegurar el entorno donde se publican los anuncios publicitarios son:<\/h3>\n<ul>\n<li>Definir de forma exhaustiva a la marca. Si se conocen sus valores, objetivos e imagen ser\u00e1 m\u00e1s f\u00e1cil detectar un contexto online indeseado.<\/li>\n<li>Tener una estrategia definida en caso de verse inmerso en un entorno da\u00f1ino.<\/li>\n<li>Hacer una lista de las webs positivas y negativas para la marca.<\/li>\n<li>Usar palabras clave que se relacionen con el contenido que es inapropiado. Por ejemplo, Google Ads \u00a0posee la alternativa de \u201cnegativizar keywords\u201d, as\u00ed los anuncios no se mostrar\u00e1n asociados a t\u00e9rminos perjudiciales.<\/li>\n<li>Que las plataformas y proveedores sean confiables.<\/li>\n<li>Segmentaci\u00f3n detallada de la audiencia.<\/li>\n<li>Empleo de herramientas para la verificaci\u00f3n.<\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>Cuando hablamos de brand management o branding nos referimos a un concepto primordial cuando se construye una marca. Aqu\u00ed agrupamos elementos b\u00e1sicos como valores, imagen y posicionamiento. Estos factores pueden&#8230;<\/p>\n","protected":false},"author":1001014,"featured_media":13391,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[276,131,184],"tags":[486,491,574,926,338,927,321,314,929,345,930,249,328,455,229,394,931,395,932,323,928,233,349,1390],"class_list":["post-9226","post","type-post","status-publish","format-standard","has-post-thumbnail","category-marketing","category-nueva-tecnologia","category-tiendas-online","tag-anuncios","tag-audiencia","tag-branding","tag-brandsafety","tag-contenido","tag-contexto","tag-digital","tag-empresas","tag-entorno","tag-facebook","tag-fakenews","tag-instagram","tag-internet","tag-marcas","tag-marketing","tag-marketingdigital","tag-podcast","tag-publicidad","tag-publicidadautomatizada","tag-redessociales","tag-reputacion","tag-seguridad","tag-tiktok","tag-x"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.9 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Brand Safety | Andreoli Estudio\u2122 Dise\u00f1o Web Valencia<\/title>\n<meta name=\"description\" content=\"Brand Safety. 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