brand safety solution


Negative Effects of Counterfeiting – Brands Must Know!

In this article, we’ll discuss counterfeiting, its harmful effects, and ways brands can protect themselves and their products from it.  What is Counterfeiting? The theft of intellectual property is at the core of counterfeiting, a criminal offense. A trademark, for example, helps you recognize the products of companies of all sizes. In order to identify the source or origin of a specific product or service, trademarks may be used in several different ways. Counterfeit goods are items that are made using intellectual property that belongs to another company without the owner’s permission. In order to steal a company’s good name and goodwill, counterfeiters create or sell knockoffs of its intellectual property. Counterfeiting is considered a criminal offense because it involves false imitations (or forgeries) of well-known brands. By counterfeiting, both the reputation of a brand and the trust of its customers are damaged. Customers and companies alike suffer from the resulting lack of faith in well-known brands’ real products. Defining the problem Counterfeit goods aren’t just a short-term problem, but a growing global industry. A $30 billion trade problem in the 1980s has now become a $600 billion problem. This amount might soon surpass the GDP of most countries, according to an analysis. In the COVID era, eCommerce created the perfect market channel for counterfeit goods since it is easy to shut down websites that sell counterfeit products at the request of brands, but counterfeiters can set up another shop the following day. A recent study predicts that global eCommerce payment transactions will reach $7.5 trillion in 2026, up from $4.9 trillion in 2021, which represents a 55 percent increase. By the end of 2022, counterfeiting is expected to reach $2.3 trillion. Among the most heavily targeted industries by the company are consumer products, tobacco, aerospace components, electronics, pharmaceuticals, automotive parts, industrial components, fashion, food, and just about every other manufacturing industry. Why is counterfeiting illegal? Counterfeit items are illegal in most countries and can be punished by civil or criminal fines. In general, brand owners can sue counterfeiters for damages and seek injunctions (or court orders) to prevent counterfeiters from making and selling counterfeit items. In several countries, people and companies found guilty of selling counterfeit products may face penalties and prison sentences. Piracy: It is the act of downloading or copying another person’s work without paying for that right and without their consent. Patent Infringement: When someone uses or steals the intellectual property rights of another, that is patent infringement. Trade Secret Infringement: A trade secret can be infringed by a third party who profits from the use of a critical piece of knowledge. A trade secret theft usually occurs in conjunction with a patent violation. What effect does counterfeiting have on a brand? Due to counterfeiting, consumers are less likely to trust legitimate products promoted and sold under those brands’ names. If someone buys a counterfeit product believing it to be the authentic product and it turns out to be defective, the brand would be held responsible. In contrast, counterfeiting negatively impacts the retail industry by depriving legitimate businesses of sales opportunities. The slowing or stopping of production of authentic goods, has a negative impact on manufacturing, resulting in the loss of income or job opportunities for those employed. Internet marketplaces are among the most common methods of detecting suspected intellectual property infringements. It has the potential to damage your brand in several ways if left unchecked: It could lead to lost revenue. Infringing IP postings have diverted business away from marketplaces, resulting in lower sales. Relationships with partners are affected. Cheap counterfeit products cause unfair competition for your authorized distributors, which results in lower profits for you. This harms your brand reputation. Distorted user perception jeopardizes consumer health and safety. A brand safety solution can help brands address this serious issue by combating counterfeiting. We identify and eliminate digital infringements and counterfeiting to prevent revenue loss and brand abuse. The Next Steps Counterfeiting is not a victimless crime, but it does have a wide range of negative consequences. counterfeit items are commonly made with inferior materials and under less stringent manufacturing restrictions in order to keep production costs and sale prices low. In order to earn a good reputation in the eyes of customers, reputable manufacturers invest a lot of money in product development and research. It can be devastating for small firms and entrepreneurs when counterfeiters attempt to exploit the reputation of another company illegally. The increased costs customers pay as a result of unfair competition are directly related to lower salaries and fewer employment opportunities. Since counterfeiters circumvent the law in many ways, they don’t pay the fees and taxes that real producers and exporters pay. As a result, it poses major threats to the health and safety of civilians, the economy, and even national security. Connect with us to get the best solution to combat counterfeiting and know how to keep your brand safe in uncertain environments.

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Brand Safety

Brand Safety on Social Media: How Do You Do It?

Digital marketers are increasingly concerned about brand safety in the wake of fake news and potentially offensive content. Innovations like social media platforms and programmatic advertising that has added efficiency and scale to digital marketing have also made it more difficult to control where your brand appears. Consumers are often in charge of social media environments, rather than publishers. Over the past few years, the use of social media has increased significantly. One in four consumers spends more than five hours a day on social media, according to a recent study. Facebook tops the popularity rankings, with 83% of respondents confirming they have an account, while YouTube is second. Yet video-based platforms such as TikTok, which recently reached one billion users globally, have emerged stronger from the pandemic. Despite this growth being great news for digital advertisers, there are substantial red flags. Content on these platforms includes text, audio, and video, often impacting brand safety concerns. Advertisers need trust, transparency, and confidence in their social media spending to be effective. Brand reputation is important Advertisers can reach young, vibrant users through platforms such as TikTok, who are highly engaged and have significant purchasing power. TikTok breaks down the traditional ‘bubbles’ of groups and friends, which allows brands to scale awareness fast and effectively, while streamers can attract large, loyal followings on platforms. Advertising on these emerging platforms, as well as on Facebook, YouTube, and Twitter can be challenging. Research states that over half (55%) of UK customers are unlikely to purchase a product advertised next to unsafe content on social media, while 35% will form an unfavorable opinion of a brand whose ad appears next to content that does not match the brand’s image. The measurement from a holistic perspective Although there are opportunities for companies willing to explore these new frontiers, caution is clearly needed. Making these spaces safer for brands should be a priority for the entire industry, so an industry-wide solution will be extremely effective. Standardized safety frameworks, such as those proposed by Global Alliance for Responsible Media (GARM) and Conscious Advertising Network (CAN), aim to improve digital safety for both brands and consumers. Brand safety and suitability will be better defined through shared definitions for these newly developed platforms, so advertisers can pinpoint problems and develop solutions. The platforms themselves can be part of this conversation, and many are making strides forward by opening their platforms up to third-party measurement to safeguard brands. With third-party reporting, marketers can measure success across platforms fairly and with one source of truth. By analyzing viewability trends over the course of the campaign, marketers can determine when to refresh a creative. This is done by determining when users tend to lose interest and scroll away after seeing the same ad several times. Moreover, analyzing time-in-view data across a variety of platforms and ad formats and using quartile completion rate data on video ads can help advertisers determine where their call to action should appear, so their message is seen. From here, marketers could make better and more accurate decisions on where what format and what type of content to use for their ads. Moving towards the safety and suitability of brands On these fast-moving platforms, brand safety and suitability are the primary considerations. Brand safety and suitability can directly impact brand outcomes. According to a social study, nearly half of UK online shoppers (47%) feel more favorable toward brands whose in-feed social ads appear next to content that aligns with their brand image. This can only happen if the industry focuses on two things: brand safety and collaboration. Expanding brand safety coverage to social in-feed environments is a key focus, including developing capabilities around image and video classification, while developing a framework that applies across social networks. These two advancements will provide advertisers with the tools they need to navigate brand safety concerns, while appropriate placements will eliminate the need for overly cautious blocking. Rather than trying to police all content, brands should focus on placing their ads alongside content that complements their messaging and is relevant to their target audience by using machine learning solutions that can read complex text, audio, and video mixtures. Despite the sheer volume and complexity of video content, marketers should consider carefully their ad campaigns based on brand suitability and contextual tools when available. As platforms grow in popularity, marketers must be able to make their mark quickly and safely. Think about a Brand Safety Solution mFilterIt offers brand safety solution based on machine and human efforts to combat recurring online problems. It also provides brand suitability and infringement solutions. As a result, your brand will maintain its market reputation and credibility among the people who engage with it on social media. While social media advertising is a necessity of the hour, brand safety is of the utmost concern. A viewer wouldn’t associate an advertisement next to an unrelated topic, trend, news, etc. Engagement tracking on social media ads can also be used for sentiment analysis and responsiveness analysis. However, marketers and advertisers may have difficulty capturing these on programmatic ads. mFilterIt’s brand safety solution can ensure your digital assets are safe.

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