The brand safety solutions partner says blocklists have prevented advertising on 41% of horror film and Halloween content, as reported by The Media Leader
Keyword blocklists containing words such as ‘kill’, ‘terror’, ‘scary’ or ‘attack’ block advertising on clearly brand-safe material around Halloween, Mantis has said. Out of more than 1,100 stories, it found only 12% to be legitimately unsafe for brands to advertise around.
For example, blocking the word ‘bloody’ prevents advertising around a story covering the latest exhibition at The London Dungeon, ‘Bloody Mary’s Revenge’.
“With thrill-seeking consumers on the lookout for content related to Halloween traditions, events and deals, brands aren’t just sacrificing lucrative advertising opportunities, they’re directly harming publishers,” Mantis managing director Fiona Salmon told The Media Leader.
Last week, media agency Bountiful Cow unveiled a new proposition that buys up spare publisher inventory incorrectly deemed ‘brand unsafe’ due to blocklists.
Read The Media Leader’s full report here.
