Brand safety more important than viewability for Westpac

June 9, 2017 9:59

While marketers argue over the issue of viewabilty 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.

Brand safety needs to be addressed: Maria Grivas, (UM Australia), Toby Dewar Westpac), James Diamond (Integral Ad Science and Jonas Jaanimagi (IAB)

Speaking on a panel at Mumbrella360 on issues of transparency, Westpac’s Toby Dewar said viewability and lost ads could always be addressed, but brand safety breaches were difficult to contain once they occurred.

Asked which was more important to the brand, Dewar responded “brand safety by a long way”.

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Simon Canning

Simon Canning was Mumbrella's marketing and advertising editor from 2015-2017. In a career spanning journalism and communications over more than 30 years Simon has become one of Australia’s most respected analysts and commentators on the advertising, marketing and media industries. A regular commentator on radio and TV, Simon has also worked in media in the US and UK .

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1 COMMENTS

Caitlyn 9 Jun 17

I believe that Dewar really nails this panel, addressing brand safety over viewability, and what he says is true! Having a lot of views is something that can be addressed with much more ease — and I think he makes the point perfectly: “If I lose 50% of my buy through viewability, I can address that more easily, so obviously brand safety overwhelmingly.”

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