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

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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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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Entrupy

Company Goal: Use AI to protect brands, spot knock-offs

Clarity’s Challenge: Establish a brand with “no substitutes”

AI-based product authentication technology provider Entrupy was a veritable unknown when they enlisted Clarity to officially launch the company as they closed their series A funding round. The founding team of technologists and mathematicians looked to us to build their profile from the ground up and achieve objectives including:

  • Educate the market on the problem (counterfeiting) and establish Entrupy as the only scalable, objective solution
  • Raise awareness of the company among global media, marketplaces and secondary resellers
  • Establish a reputation for innovation in machine learning and its application for societal issues
  • Position for expansion into new markets and product lines
  • Drive business growth worldwide

Clarity worked closely with the company to develop messages that conveyed the complex technical solution and its value proposition in a manner that can be understood by retail and mainstream audiences as well as those in technology circles. We crafted positioning that was equally relevant to a single pawn shop owner and a multinational marketplace and executed on a communications plan that incorporated media and industry relations, content development, event participation and industry recognition/awards.

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Spatial

Company Goal: Clarity was tasked by Spatial one week before CES to elevate its presence at the show and garner attention from top tier outlets for its Q1 funding and partnership news.

Clarity’s Challenge: Clarity’s challenge was to deliver results in a short time frame

Spatial enables an entirely new way of working together and eliminates the need for video conferencing and work travel. With Spatial, users can connect from all over the world and share ideas seamlessly using lifelike avatars and knowledge work tools, unlocking a new level of productivity not confined by space.

Clarity was tasked by Spatial one week before CES to elevate its presence at the show and garner attention from top tier outlets for its Q1 funding and partnership news. With the obvious short time frame and news agenda around CES, Clarity’s challenge was to deliver meaningful results in one of the busiest times of the year.

Clarity worked hard to secure key briefings for Spatial, and in the week before CES and after the event this has resulted in a steady cadence of media placements, including top tier coverage with Axios, Fast Company, Tech Meme, TechCrunch, TIME Magazine and more.

In total, Clarity has secured over 40 placements to-date surrounding Spatial’s presence at CES, its Series A funding round, and partnership news and continues to generate placements amid its growth in popularity due to remote work.

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