IPG Mediabrands Releases First-of-Its-Kind Media Responsibility Audit of Social Media Platforms
IPG Mediabrands today released its Media Responsibility Audit, the first-of-its-kind, as part of a larger effort aimed at enhancing brand safety and media responsibility in advertising. The social media platform audit was based on the Media Responsibility Principles Mediabrands recently released to the public, which are geared toward protecting brands and the communities that a brand serves, weighing the impact of harmful content, and evaluating the policies of different platforms and their enforcement. The Media Responsibility Audit included doing a comprehensive assessment of all the primary social media platforms (Facebook (News - Alert), LinkedIn, Pinterest, Reddit, Snapchat, TikTok, twitch, Twitter, and YouTube) against the 10 principles to check current status and accountability against each principle. The audit was comprised of 250 questions in total and focused on establishing a benchmark on what a responsible platform looks like.
Led by Mediabrands' performance agency, Reprise, the audit showed that many platforms are taking steps to improve their media responsibility performance. Major findings revealed what average versus great looks like, as well as who is leading and setting the standards for the industry. Every media partner was benchmarked against the best-in-class result, and Mediabrands was able to create tables that rank media partners overall and how they perform against the industry average. A key finding, that YouTube (News - Alert) tops the overall rankings and performs best against several principles, is a testament to the changes YouTube has made in response to advertiser brand safety concerns three years ago. The audit will occur quarterly to enable platforms to demonstrate progress and help clients hold media partners accountable to commitments to improve.
"The Mediabrands' Media Responsibility Audit comes on the heels of the challenge to the industry to ensure we are all taking part in safeguarding the media channels that are used in advertising, and furthermore, making sure they do not result in or contribute to harm," said Joshua Lowcock, Chief Digital Officer, UM, and Global Brand Safety Officer, Mediabrands.
"What this audit shows is that there is work to be done across all platforms from a media responsibility perspective, and that the different platforms each need to earn their place on a brand's marketing plan," said Elijah Harris, Global Head of Social, Mediabrands' agency Reprise. "Our audit aims to deliver trnsparency to advertisers and consumers about the specifics of each platform with regard to our 10 principles. The audit is a tool to hold platforms accountable for improving their media responsibility policies and enforcement and to ensure we can track progress over time. We hope the audit resonates with our industry and we can all work towards creating a greater good together."
Key findings of the audit included:
"With this effort, we are seeking to raise the bar in the industry by holding platforms to a higher standard of responsibility: keeping brands, and the communities they serve, safe," said Daryl Lee, Global CEO, Mediabrands. "By taking this objective, data-driven approach, I am confident clients will see improved accountability for media responsibility and, moreover, improved business performance of social media advertising as a result."
For those interested in accessing the full report and to learn more about the audit, please contact Elijah Harris.
Mediabrands is the media and marketing solutions division of Interpublic Group (NYSE: IPG). Mediabrands manages approximately $40 billion in marketing investment globally on behalf of its clients across its full-service agency networks UM and Initiative and through its award-winning specialty business units Reprise, MAGNA, Orion Holdings, Rapport, Healix and the IPG Media Lab. Mediabrands clients include many of the world's most recognizable and iconic brands from a broad portfolio of industry sectors including automotive, personal finance, consumer product goods (CPG), pharma, health and wellness, entertainment, financial services, energy, toys and gaming, direct to consumer and e-commerce, retail, hospitality, food and beverage, fashion and beauty. The company employs more than 13,000 diverse marketing communication professionals in more than 130 countries. For more information, please visit our website: www.ipgmediabrands.com and be sure to follow us on Twitter or Instagram.
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