Dr Mumbo

A lesson in brand safety

Dr Mumbo is sure that the entire media industry is grateful to the various publications of News Corp around the world who’ve gone to so much trouble to educate us about the problems of brand safety when advertising with their rival YouTube.

And the company has even gone so far as to provide some real time masterclasses around the issue.

For instance, Tuesday’s edition of The Sun in the UK carries a somewhat jingoistic front page backing war with Spain if Brexit negotiations cause the two countries to fall out over the Rock of Gibraltar.

The story appears below a promotion for The Sun offering cheap reader holidays in Spain.

Or closer to home, readers of news.com.au’s feature on I Quit Sugar founder Sarah Wilson’s new book can currently enjoy a video of her reading an extract about the dangers of sugar.

Among the pre-roll ads shown before this reading, viewers will enjoy promotions for Woolworths’ Easter campaign featuring chocolate eggs and hot cross buns, along with a variety of Cadbury’s video ads. All above a caption reminding them: “Sarah Wilson is a BIG advocate of a diet sans sugar”.

Free the joy… avoid the sugar


Avoid the sugar, eat the chocolate

Quit the sugar, buy the chocolate eggs

Let’s be brand safe out there, folks.

(And yes, Dr Mumbo is aware of the irony of that fact that News Corp ads may run alongside this message. The appropriate client conversations have been had.)


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