Digital brand safety and viewability: a guide to protecting online brand reputation from a South African perspective

Abstract

The aim of this study to contribute to the existing body of knowledge regarding digital brand safety and viewability in South Africa. Brand safety and viewability have become increasingly important topics for marketers and media practitioners to adhere to in their digital marketing campaigns. The rationale behind this study is that industry professionals in the marketing and media industries will benefit from this study as the proposed topic could lead to further investigation focussing on the roles played by certain factors or focusing on specific determinants of digital brand safety and viewability more in-depth. Negative associations in the online environment could impact a brand’s reputation. In-depth interviews were conducted with participants from the media and marketing industry in South Africa, either in person or via Microsoft Teams. Deductive reasoning was used, and this study made use of an exploratory research design. Participants also provided additional information which contributed to the body of knowledge. A framework for the process of brand safety is provided, as well as a framework for the process of viewability. This study found that the theory provided by the IAB SA White Paper on brand safety in today’s digital context (2019) and the IAB SA White Paper on viewability in today’s digital context (2019) is confirmed by the experience of marketing and media practitioners in South Africa. As the white papers for both the topic of brand safety and viewability are confirmed by the experience media practitioners, this ensures that best practice is followed and that conversely a process for brand safety and viewability is provided to further enhance the body of knowledge regarding these two topics.