An over-zealous approach to tools such as keyword blocklists by brands is leading to a dangerous reduction in the diversity of consumers reached by advertising and the media it funds, according to GSK EMEA Media Director Jerry Daykin.
“As an industry we use quite blunt ways of ensuring brand safety,” he said. “A Vice study showed words like Muslim and lesbian were blocked more often than murder and rape. In doing this, brands are massively excluding consumer groups they need to be reaching and squeezing those voices out.”
Daykin was speaking at the launch of 99Club, a collaboration between New Digital Age and Mad//Fest that aims to bring together the most brilliant minds in marketing, advertising and tech.
A well-known champion of diversity, he also discussed the responsibility of brands in using their ad budgets to fund local news and diverse media.
The 99 Club from New Digital Age and Mad//Fest is an exclusive network of people who are changing the industry for the better, with events held quarterly. We can’t stop Brexit, Trump or the Royal Rumble at the Palace. But we can bring people together to make a positive contribution on issues like trust, innovation, diversity, talent, ethics or tech. If you know someone who should attend the next event, or hope to attend yourself, please get in touch and let us know why.