Multinationals have recently become aware that their advertisements are appearing alongside extremist videos, thus a boycott has occurred against YouTube.
This has now infested all around the world with countless big names (some featured in the image below) all pulling their online marketing from the medium.
Just a handful of the brands currently boycotting YouTube. Source: Mediakix 2017
This crisis has led to the first ever digital media advertising decline in eight years, with Google set to lose around $750 million in advertising revenue (source)
This doesn’t just effect Google however, but ripples through the whole market.
Everyday, around ONE BILLION hours of video are watched on YouTube (source).
Shock. Source: Giphy 2017
I know right!
Therefore, brands are losing countless online impressions daily via this boycott. If brand awareness drops, consequently it is likely their sales will too.
In response to the boycott, Google’s Chief Business Officer Phillip Schindler has reassured stakeholders that they are working on a device with the potential to uncover five times the amount of unsafe brand content (source).
This sounds all well and good, but what about producing a device that can uncover ALL unsafe content? Schindler’s response-
“Cutting away the ability for brands to truly interact with consumers by asking for one hundred per cent safety is very, very, very unrealistic,”
Google’s Chief Business Officer, Phillip Schindler.
Source: Bloomberg, 2017
So in summary, brands will never be 100% safe from negative content when using YouTube as a digital marketing medium. But as previously mentioned, the amount of impressions being lost without using YouTube is not a decision to take lightly.
What do you think will happen once this boycott dies down? Is it worth the risk for brands to continue using YouTube if they aren’t totally safe?
Contribute to the sound of this digital marketing issue and comment your thoughts below!