Traditional Media Platforms Tout Brand Safety, Score Higher ROI

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 got a thumbs up from 61% of those survey;, 57% and, 55%.

Newer digital-focus platforms did not score as well:, 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.

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