Cheq: Establishing the “Autonomous Brand Safety” Category

Preemptive Brand Safety, Fraud Prevention and Viewability Driven by Cybersecurity Experts and Military Grade AI

Company GOAL:

To protect brands from falling prey to ad fraud and undesirable placements

Clarity’s Challenge:

Create a distinct, ownable narrative

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Cheq enlisted Clarity to help position the company’s technology for preemptive brand protection. Clarity helped to create an ownable narrative under the banner of “Autonomous Brand Safety,” with messaging and proof points that support CHEQ’s differentiated approach.

With the aid of a team of advertising experts, Clarity unleashed an aggressive content marketing campaign to advocate for the  idea behind the narrative and support it with data.

The team also helped to develop an advertising program that turned former NBA all-star Dikembe Motombo into CHEQ’s “Chief Block Officer”

Results

Successfully got the term "Autonomous Brand Safety" into the ad tech lexicon
Secured multiple in-depth stories focused on CHEQ’s leadership in high-profile publications, providing third-party corroboration for the company’s unique approach

selected press

What’s the State of Brand Safety in 2018?

Marketers and publishers strive to make digital media safe for advertising

Cheq raises $5M for a proactive, AI-driven approach to safe ad placement

While brand safety and fraud prevention have been big topics in the online ad industry over the past couple years, Cheq CEO Guy Tytunovich argued that “first generation solutions for ad verification” aren’t good enough. The problem, Tytunovich said, is that existing products use s…

Ads We Like: Dikembe Mutombo stars as Cheq’s ‘chief blocking officer’

Ad verification company Cheq has appointed legendary NBA shot blocker Dikembe Mutombo as its ‘chief blocking officer,’ a new advisory position at the company, and the man lives up to his title in a campaign for the company.

Consumers believe brands intentionally place ads next to unsafe content, study says

When ads appear next to negative content, consumers are 2.8 times less likely to associate with that brand.

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Entrupy's "State of the Fake" Report

Company Goal: Protect borders, businesses and consumers from counterfeit products

Clarity’s Challenge: Solidify Entrupy’s authority in the anti-counterfeiting conversation

Manufacturing and selling counterfeit products is something done in the shadows, and very little about how this underground market works is actually known. While the general public may occasionally get news of big seizures of fake handbags and sneakers by customs officials at ports of entry, these stories don’t tell us anything about the market itself.

Entrupy, on the other hand, had terabytes of data on counterfeit accessories. Clarity proposed that we leverage that proprietary data to position the company as more than just experts on identifying fakes. We could position them as the foremost authorities on the entire (black) market.

Creating a report with absolutely no model to work from was no easy task. The first step was simply getting all the data together. Not knowing what would and would not yield interesting findings, we compared year over year, state over state, brand over brand, and as we parsed the numbers, we began the painstaking process of identifying the noteworthy and interesting numbers around which we could derive insights.

Once we’d spliced, diced, inspected and detected the nuggets of gold, we began tackling challenge #2: turning all of this data into a report. Clarity and Entrupy collaborated to identify trends and provide high-level insights that would add something fresh and valuable to the conversation about product counterfeiting.

The full report, designed by the Clarity team, was released on World Anti-Counterfeiting Day, June 6.

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Loqate

Company Goal: Dominate B2B Location Data

Clarity’s Challenge: Break through Black Friday

Cutting through the noise during the stretch from Black Friday to Cyber Monday is almost as challenging and stressful as actually shopping during that weekend. But, when Loquate challenged the Clarity London team to do just that, we didn’t flinch. Over the course of 2 months leading into Black Friday, Clarity and Loquate developed what would be known as the award-winning “Golden Quarter” campaign. Understanding that media outlets would be cranking out retail analysis articles fast and furious during this weekend, Clarity turned Loquate into *the* go-to resource for any media outlet looking for shopping data and expert analysis.

In addition to creating a series of stories based on PCA’s real-time ecommerce data, the PCA Predict team actually spent Black Friday at the Clarity London offices, which were converted into a non-stop News Room, serving up live data to hundreds of journalists as Black Friday and Cyber Monday evolved.

To say that the Golden Quarter campaign was a success would be an understatement. The fantastic results the team achieved were recognised at group-level and several customers got in touch to request our bespoke data reports, which has supported our sales and customer delivery teams in strengthening key relationships. Not only did we generate wall-to-wall media coverage in the most influential media outlets in the country, but we also saw a 29% increase in new business between October and January when compared to the year before.

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Extreme Reach

Company Goal: To deliver ads to every screen and device on time and in perfect quality

Clarity’s Challenge: Raise awareness and reputation for Extreme Reach’s suite of technology solutions

Extreme Reach, who provides workflow solutions for video advertising as well as rights management for commercial talent,  brought Clarity on board to raise the company’s profile among audiences including advertisers, agencies and production houses.

Clarity’s aggressive media relations program for Extreme Reach has followed a problem/solution format, highlighting how their technology eases  major pain points of digital asset management and  inefficiencies that persisted, even with the move to digital. For example, Clarity works with Extreme Reach each year to publicize how the company plays a critical role in the Super Bowl, handling over 70 percent of the ads appearing during the game.

Clarity has also collaborated with Extreme Reach to create a series of quarterly video advertising benchmark reports that share metrics from the company’s platform and provide insights on trends in the industry. Not only do these reports receive coverage on the day of release, they continue to serve as a reference source long after.

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