Brand Safety refers to the practices and tools used to ensure that a brand’s advertisements or sponsorships appear alongside content that aligns with the brand’s values, avoiding reputational risks and inappropriate associations on YouTube.
Brand Safety is a critical consideration for media buyers and marketers investing in YouTube sponsorships. It involves assessing the suitability of a channel’s content to ensure alignment with a brand’s values, mission, and audience expectations. Misaligned sponsorships can lead to reputational damage or alienation of key consumer segments.
YouTube’s vast and diverse content landscape makes Brand Safety essential. With millions of creators uploading videos across genres, ensuring ad placements on appropriate channels is vital for protecting brand reputation.
Our platform provides an advanced feature that is specifically designed to streamline the decision-making process for media buyers: Brand Safety Grade.
The Brand Safety Grade is an A through F letter grading system that evaluates the potential risk level of a YouTube channel's content. It helps media buyers assess how suitable a channel is for brand alignment, based on factors like appropriateness, kid-friendliness, and overall content risk.
Streamlined Vetting: Save time by eliminating channels that don’t meet your brand’s safety standards.
Enhanced Confidence: Ensure your campaigns align with your brand's values by choosing channels with high safety grades.
Improved ROI: Focus your investment on creators whose content resonates with your target audience without risking your brand’s reputation.
The Brand Safety Grade column is accessible on the channel reports. Hover over any channel's grade to view a breakdown of the evaluation criteria, ensuring you have the context you need to make confident buying decisions.
This tool is part of our commitment to empowering media buyers with the data and insights needed to run effective, scalable YouTube sponsorship campaigns.
Tips for Media Buyers and Marketers
Success Stories A family-oriented food brand exclusively partnered with A-graded channels, resulting in a 150% increase in positive sentiment and engagement during its campaign.