Need for a balanced adspend mix

Reprise Digital group managing director Darren Yuen(pic) said the agency has a defensive position while advertising on platforms where the content is user-generated to ensure that all safety measures are in place.

PETALING JAYA: While advertising on social media is gaining prominence, companies should exercise a balanced approach to ensure ad spends are not misused to the detriment of their brands.

Media experts and analysts said advertisers should be vigilant and take steps to minimise the abuse of their brands on social media. The abuse included the posting of inappropriate or adverse comments on brand advertising sites.