Misplacements on You Tube.- Is Google actually leaving the ball on the roof of media agencies and advertisers?

Following Google’s promise to work in order to find a solution for the misplacement problem the truth is that You Tube seems currently still not able or decided to solve the issue on its own.

On 17th March we told our readers that Havas UK paused insertions in You Tube and Google Display Network by risk of ad missplacements.
The decission taken by Havas Media added to that already taken by The Guardian and many other brands and media agencies followed.

Eastwind Marketing informed as well on 31st March in its Spanish edition that Group M had teamed up with OpenSlate to provide a tech solution able to refine the placement imputs for the purchases through programatic buying in You Tube. The more refined imputss were combined with more accurate reports on where and when the ads were running and the contents available in the concerned You Tube channels in real time, so that marketers can have a better control on the placements they do.
You Tube provided OpenSlate with access to the information of all the contents available on all You Tube Channels to implement this solution along with GroupM.

But the services provided by OpenSlate and GroupM are just one among the many tech answers to the problem of missplacements and fake news content published on You Tube, provided by companies that have seen on the massive withdrawal of the ad investment from Google’s video social network an actual business opportunity. The opportunity derived from brand safety needs, not properly matched by You Tube services.

As reported by Ad Age yesterday, Omnicom has launched another tech solution for their clients and tech companies, such as Double Verify, are teaming up with You Tube to provide marketers for more accurate control on their ad placements.

Perhaps not in a 100%, but You Tube seems to be leaving in some extent the misplacement ball on the roof of the media agencies and the advertisers, who are able to pay for a tech solution. Instead of enhancing the platform and providing a free solution suitable for all their clients, the total cure would be restricted to those who can pay more.

The question is that Google was selling billions of users (a big potential audience) at very reasonable prices. And all these third party new services add some money to the bill for marketers.

The New York Times reported yesterday on You Tube’s effort to solve the problem by teaching bots in charge of insertions which contents are and are not acceptable using the knowledge acquired by Google about artificial intelligence and machine learning. Always following the information published by the New York Times, Philipp Schindler (SVP & Chief Business Officer at Google) explained that with over one billion videos, 400 hours of new content uploaded every minute and three million channels supported by advertising on You Tube, it was impossible for Google to guarantee that the problem would be totally eradicated.

Building on the distrust in You Tube as a safe media for brands, some other video networks and other publishers try to earn the ad investment from the clients leaving Google’s video social network through the “premium” claim.

This is the strategy adopted by The Guardian, for example. It is also the strategy used by Hotmob, the leading mobile marketing company that operates the largest hybrid mobile advertising marketplace in Asia, for the launch of its Video First View Ad Network. Perhaps in this case not eyeing former clients of Google, but conscious of the awareness level reachedamong marketers  by the brand safety issue due to You Tube’s scandal. This way heavy ad spenders have said “loud and clear” that they don’t value thousand of millions of users over the safety of their brand’s goodwill.

Image over the headline.- © You Tube.

Related Eastwind Marketing links (English edition):

Havas UK pauses insertions in You Tube and Google Display Network by risk of ad missplacements

Related Eastwind Marketing links (Spanish edition):

Google revisará su política de emplazamientos
(Google, to change its ad placement policy)

GroupM responde al problema de los emplazamientos no deseados en You Tube con tecnología
(GroupM answers the issue missplacements in You Tube with tech)

Leave a Comment

Your email address will not be published. Required fields are marked *

Últimas noticias