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Youtube controversy shakes up digital advertising (Facebook (Avoid this…
Youtube controversy shakes up digital advertising
Traditional Media Groups
Lost ground to Google & FB
From print to digital platforms
Both : 75% all new online ad spending
Google & Youtube
Regular ads put on extremist contents
Brand safety issues
Audi, VW, Channel 4, Havas and its UK clients, ... removed their ads
Might suffer economically if not fixed
Had to face2face with some clients at Ad Week EU
Apologizes but no explanations to avoid it
$m's invested and thousands of ppl to prevent it
Facebook
Avoid this kind of polemics
Target individual users rather than specific themes
Already working on AI to tackle hate speeches
Posts are reported then reviewed
Risks
YT & Digital companies have to take responsibilities for their contents as other media companies do (Sorrell, CEO WPP)
Internet advertising spendings are skyrocketing since 2010
Brands accept an element of risk
Zero-tolerance policy applied by advertisers, ads would no longer work