Nandini Jammi – Interrupting campaigns shouldn’t be the

Interrupting campaigns shouldn’t be the only precaution for your brand. After the Capitol storm, some brands stopped running their ads in the media, but responding quickly to the workflow and diversifying channels can help them stay in business. “Brands have made a habit of blocking or suspending ads after negative events because they believe those stories create a dangerous environment for their brands,” says Nandini Jammi co-founder of Check My Ads, adding that advertising with reputable news organizations can really help brands gain consumer trust when people turn to the news to understand what’s happening around them. “Whenever there’s a tragedy or serious disruption, it’s helpful to review the copy and content of your ads,” Bishop says. He warns that seemingly innocuous messages in the face of an important event or tragedy can take on a double meaning, especially when phrases are used. Simply put, “there are customers who need to contact certain numbers urgently and don’t think they can afford a break now,” Bishop said. “A lot of them don’t see the impact on their work and haven’t gotten the negative feedback that would make a difference.” “So until firsthand experience proves otherwise, many marketers will just keep advertising.” Media platforms have become a field of ideological struggle, and in light of recent events, some brands are trying to stay out of the crossfire by suspending their social advertising campaigns. “The brands that are best prepared for such times are those where activism and diversity are deeply embedded in corporate culture,” says Jeeves Williams, an independent media director. “Brands that have diversified their investments in other channels have an advantage when it comes to rapid change because they have the data to back up their decisions to drive more investment and exit higher-risk channels,” says Bishop, who acknowledges that trying out other channels and measuring results requires an initial investment. “For these independent local businesses, the impact they can have locally is potentially very large, so it might make more sense to find ways to help the disadvantaged, underprivileged and forgotten in their neighborhoods than to remain radio silent for days,” Williams adds. A clear division of responsibilities and an audit of existing processes can “help you” get a better idea of what it will take to stop advertising or media automation, and get stakeholders to approve more relevant messages. “They’re trying to keep their ads out of the news and talking about what’s going on this week,” he said, adding that some of these clients have also stopped their organic social campaigns. “Some of my clients have suspended their media, especially social media,” Amy Bishop, owner of Cultivative, told Search Engine Land. While the U.S. is dealing with the Capitol riots on Wednesday, media platforms have taken action against President Trump for his role in the riots. “Customers who really depend on one channel now have to make an all-or-nothing decision, either stop ads without a good alternative or try an unprecedented new alternative channel that is not a good option on a whim,” Bishop said. Advertisers who expand their presence across multiple channels have access to more options, and the experience of those channels can help them make more informed decisions when the news takes an unexpected turn. While the fear of insensitive or misguided viral advertising is not a real possibility for most brands, every advertiser should question whether their audience is in the right state to be sold. It doesn’t take the vast resources of a Fortune 500 company to coordinate that response, and the lack of those resources is no excuse for remaining silent when