Digital Advertising w/ Sensitive Content
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Jul 07

Three best practices for setting up campaigns with sensitive content

While display advertising is an incredibly powerful strategy, it’s important to recognize that it may not be a great fit for every business. However well-intentioned it may be, there is a variety of restrictions on advertisements with sensitive content. All the major ad networks set restrictions on the promotion of several sensitive topics, including content related to tobacco, marijuana, and dating. Below are three best practices if you are setting up a campaign that promotes sensitive content.

1. Know what is allowed.

All the major ad exchanges and networks have a variety of restrictions related to advertisements for sensitive content. It is absolutely still possible to run this type of content on the ad networks with whom Choozle partners. The ad exchanges allow publishers to opt-in to a specific type of content. Ads in this category were previously categorized as non-family safe and were not allowed on publisher sites. This includes Cosmetic Procedures & Body Modification, Dating, Drugs & Supplements, Health Medications, Politics, Social Casino Games, Weight Loss, and many more. You can see Google’s complete policy here.

2. Be flexible with your creative.

Depending on the content that you’re promoting and the countries where your ads appear, you may need to apply for pre-authorization with several of the ad exchanges. Luckily, as soon as you upload your creative to your Choozle Creative Library, your creative will begin being reviewed by the ad networks, so Choozle recommends uploading your creative as soon as possible. Simply dedicate time to crafting thoughtful creative and messaging, and upload your creative for review as soon as possible.

3. Use a variety of ad formats.

One of the best things about the programmatic media buying process is that it provides a lot of flexibility for ads and messaging. With image ads, you can use color and images to be more persuasive. Also, image ads can be static, animated or interactive.

To make sure that you get a good number of impressions, make sure you add at least one banner of the following sizes to your display advertising campaign: 728X90, 160X600, 300X250. Those are the most popular sizes and most websites feature ad spots for them.

About The Author

Megan Sullivan-Jenks is director of marketing & communications at Choozle – Easy Digital Advertising®. A self-proclaimed tinkerer, Megan's a problem solver for marketing and advertising strategies and execution. From nonprofits to consumer goods and software, she's an expert at creating online and offline marketing & communications strategies that are engaging and results-driven. Outside of the office, Megan rolls up her sleeves to enjoy all things DIY like sewing and woodworking.