• by Wayne Friedman , October 5, 2017

A new survey says that longtime traditional media partners' digital platforms score high when it comes to brand-safe environments -- with newer digital-focused platforms doing less well.

Digital publisher Trusted Media Brands and Advertiser Perceptions delivered the results, which come from 300 U.S. digital media executives.

Traditional media players such as Disney.com got a thumbs up from 61% of those survey; WSJ.com, 57% and NYTimes.com, 55%.

Newer digital-focus platforms did not score as well: Yahoo.com, 36%; Facebook, 34%; Vox, 32%; BuzzFeed, 27%; YouTube, 27%; Twitter, 26%; Vice, 25%; Snapchat, 25%; and Breitbart, 21%.

According to the study, 75% of marketing executives say their campaigns in brand-safe environments have a direct impact on their bottom line -- return in media investment (ROI).

Biggest overall concerns for marketers are ROI (59%), viewability (54%), brand safety (51%), ad fraud (50%), programmatic transparency (42%) and ad blocking (35%).

Research also showed that ad campaigns in brand-safe platforms have a major impact on audience quality (83%), brand equity (82%) and brand lift (79%).

Trusted Media Brands (formerly the Reader’s Digest Association) is home to magazines such as Reader’s Digest and The Family Handyman.

Advertiser Perceptions provides marketers with research-based insight and guidance.