Advertisers are playing it safe on Inauguration Day - Business Insider

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Advertisers plan to play it safe on Inauguration Day after the violent attack on the US Capitol

has received a volley of calls from advertisers looking for advice about what could happen over the next two weeks.

"Know what's in your tool box, but don't block everything if you don't have to. Don't think you have to run away from it," Cohen said.A major ad holding company exec said they added new terms like "Capitol" to their keyword blacklist alongside older entries like "Trump" and "election" when the riots started.

One of the execs, Michael Law, president of Amplifi, the media investment division of ad giant Dentsu, said other clients remain in wait-and-see mode. Law said Dentsu would update its guidelines on an hourly basis for the rest of the month.Security concerns remain high. "We do have an inauguration that is coming up, and I have concerns about the safety of the participants in the inauguration," Sen. Mazie Hirono Others see an opportunity for brands to rally around a cause message.

 

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