Avast!


Safe Haven from media disasters.

Cruise Line

Situation.

  • Razorfish engaged AdSafe on a leading cruise line's campaign, having partnered with us on previous campaigns that took advantage of a) our real-time, actionable data, b) our ability to create custom lists of key word lists for blocking, and c) our success at editing these lists on an ongoing basis, in-flight
  • If a cruise crash occurred, the agency needed a brand safety vendor with the technology and services capable of protecting their client's campaign in immediately.

Action.

  • They launched a 6 month flight with a volume of over 1.6 Billion impressions
  • Our best-of-breed technology, the only solution capable of blocking based on key words at the page level, as well as our dedicated customer service team, combined to systematically react when a huge cruise disaster did in fact occur during the campaign (and was covered by every major News Portal)
  • We immediately implemented a set of custom key words to block ads from appearing on pages containing ship wreck content
  • So as not to inhibit media reach, we blocked only the specific pages related to the crash, rather then entire News Portals that contained these pages

Result.

  • We protected the brand's ads from appearing adjacent to cruise disaster content at 100% accuracy
  • Razorfish continues to engage us on this brand as well as other clients
  • In response the same disaster incident, we have been approached by various Ad Network partners to enable custom key word blocking to help protect additional cruise brands. AdSafe continues to grow these successful partnerships and ensure the safety of new partners at industry-leading levels of accuracy

 

About AdSafe Media:

AdSafe Media is the digital advertising industry's recognized leader in brand protection and ad engagement data. Its content rating system is the only solution that scores and evaluates the brand safety and context of web pages on the individual page level. AdSafe's suite of real-time data feeds for RTB provide the only predictive ad viewability information, brand safety ratings, and contextual analysis to better inform brands' / DSPs' purchasing decisions through trading platforms. AdSafe is headquartered in New York City with operations in San Francisco and London.