After cutting back site list in March, JPMorgan Chase has doubled the number of sites it advertises on in the past six months
JPMorgan Chase became a cause célèbre for brand safety after The New York Times reported in March that the mega bank drastically reduced the number of sites it ran ads on from 400,000 websites a month to 5,000 sites a month. But since the Times report, the bank has increased the number of sites it runs ads on.
The company declined an interview request, but a JPMorgan Chase spokesperson said the brand now runs ads on about 10,000 websites — still just 2.5 percent of its original, impossibly broad site list. Ad tracking firms show a similar trajectory. Although the company’s ads appear on more sites now than they did in the spring, the bank still runs ads in far fewer places than it did a year ago. What this indicates is that despite how they’re talked about at industry conferences, brand-safety tactics are malleable.
“The whole strategy is probably more fluid than the firm stance that has been talked and written about,” said Ken Van Every, senior business development manager at programmatic buying platform DataXu. “But the end goal is still the same, and it’s a good one to protect their brand.”
After the number of sites with Chase ads cratered in March and April, the brand saw a 50 percent increase in the number of sites it ran ads on in May, according to MediaRadar, which declined to share raw numbers. Since May, there has been a steady uptick in the number of sites with Chase ads, but the growth has slowed significantly. In August, Chase ads ran on only 6 percent more sites than they did in July, according to MediaRadar.
As seen in the chart below, which shows month-to-month percentage changes in the number of sites Chase has ads on, Pathmatics data also indicates the bank is running ads in more places since the Times report came out.
After the Times story began making the rounds within the media industry, the bank probably received a barrage of requests from publishers requesting that their sites be included on its whitelist, Van Every said. The expansion of the number of sites Chase runs ads on was likely an accommodation of these requests. Although cheap reach is appealing to most brands, a doubling of sites doesn’t necessarily increase reach by that much since the most popular sites (most of which were likely already included in Chase’s campaigns) have exponentially more traffic and inventory than long-tail sites, Van Every said.
Marc Goldberg, CEO of brand-safety firm Trust Metrics, said whitelists and blacklists need regular monitoring and updating in order to be effective, so it’s not that surprising to a see brand open up its campaigns to more sites after testing a new strategy.
“Neither a whitelist or blacklist is a static document designed to set and forget,” he said.
Member ExclusiveMarketing Briefing: As socializing returns, marketers will ‘adopt a hybrid model’ adding OOH, pop-ups back to the mix
Marketers and media buyers say that the next few months will see a hybrid approach from marketers with a rise in advertising and marketing that had dipped (i.e. out-of-home and experiential) due to the pandemic as well as a continued push for virtual and live audio options.
‘Sustainability makes good business sense’: Companies ramp up eco-friendly efforts for office returns
During the pandemic, as firms dramatically curbed their energy and paper usage and reduced their office footprint, sustainability has become a whole new rallying cry.
It’s deja vu for marketers as Apple’s ATT causes consent headache
Marketers are again in limbo as gaining people’s consent to be tracked via pop-up rears its head around Apple’s latest privacy push -- just as it did for the General Data Protection Regulation three years ago.
SponsoredHow The Company Store is reimagining customer experiences for pandemic-era growth
Throughout the pandemic, some retail categories have been inherently successful. Home furnishings and décor are among them; with consumers spending so much more time at home, updates and renovations flourished. Criteo data from the first half of 2020 showed sales for items like outdoor furniture sets up 434% year over year, with other home items […]
Member ExclusiveMedia Buying Briefing: Attention metrics vie for the industry’s, well, attention. Will it take root?
Proponents of attention metrics in media planning say it will reduce waste in buying, especially for CPG brands.
COVID-19 scam ads decline, but AI systems risk catching legitimate vaccine messages in their traps
Around 31% of all coronavirus-related ads assessed by The Media Trust in February 2021 were labeled as "coronavirus suspicious."