When brand safety beats viewability | Mumbrella360 video
With YouTube advertising in the headlines for ongoing brand safety issues, we look back to this session from Mumbrella360 in which Westpac’s Toby Dewar says he’d choose safety over viewability every time.
While marketers argue over the issue of viewability in digital advertising, the head of media and agency management at Westpac Group has highlighted brand safety as a more pressing issue for the brand.
Speaking on the following panel from June’s Mumbrella360 conference, Westpac’s Toby Dewar says viewability and lost ads could always be addressed, but brand safety breaches were difficult to contain once they occurred.
When asked which was more important to the brand, Dewar responds “brand safety by a long way”.
