"The debate around YouTube is no longer a debate; we will not go onto YouTube when there's just not the level of brand safety that we need. As advertisers, we all know the issues with online platforms around measurement, viewability, ad fraud and brand-safety. If we, as brands spending millions of pounds on advertising, can't guarantee a certain standard of transparency, how can the individual feel protected in the digital Wild West?"
"It's not impacting negatively on our reach or our engagement,"
Sky has not resumed advertising on YouTube nearly 18 months after pulling ads when brands were appearing next to violent, hateful, and inappropriate content. Google has sought to restore advertiser trust by adopting Jicwebs brand-safety standards, launching a four-pronged plan, hiring additional staff, investing in machine learning for video vetting, and imposing stricter advertising criteria. Advertiser concerns persist around measurement, viewability, ad fraud, and brand safety, with demands for greater transparency before committing large budgets. Other major advertisers, including Diageo's Captain Morgan, have also kept YouTube out of media plans without measurable loss to reach or engagement.
Read at The Drum
Unable to calculate read time
Collection
[
|
...
]