Client: Bountful Cow
Premium news content has long been at the centre of the brand safety debate, yet no one has conclusively demonstrated whether these concerns are justified. We set out to prove that premium news environments are inherently brand safe. Our objective was clear: to challenge outdated perceptions and test whether advertising across respected news publishers, without the application of brand safety technology, would negatively impact brand metrics. Our hypothesis was that not only would there be no adverse effects, but that premium news content could actively enhance brand outcomes
