• by Wayne Friedman , Staff Writer, July 22, 2015

Brand safety can be a problem when it comes to branded entertainment video -- especially when being associated with high profile social media talent.

Speaking at the OMMA Art & Science, Charlie Echeverrey, chief revenue officer of Mitú. says he has seen some marketers trying to “control” specific social media “influencers”. Echeverrey has seen this especially with consumer products marketers. And in most cases he says “the performance of that piece of content is going to be far inferiority.”

His recommendation is to have “guard rails” -- offering up parameters, including having a core of social media influencers so that marketers aren’t just putting their efforts all with one influencer they really like.

Vaino Leskinen, global director of mobile for TBWA\Chiat/Day believes a little unsafe content can worked. Leskinen says President Obama’s digital video interview -- the “Between Two Ferns” interview with Zach Galifianakis --- to promote ObamaCare was a good example of potential unsafe content.