You finally pay your way into placing your awesome ad campaign in between YouTube clips, only to find an ‘ISIS’ video starts in 3, 2, 1, booooom.
Talk about a PR nightmare.
Recently AT&T and Johnson & Johnson were victims of uncontrolled bad-ad placement. In response, both companies blocked their YouTube budget to show who’s boss.
Paying mega-money to advertise online and end up associated with entities like ‘ISIS’ isn’t exactly what Fortune 500-ers have in mind.
In fact, 36% of people believe that when ads come between offensive content, they believe that the brand supports it. So the digital universe is not a place for bad placement. No one wants to be known as the company whose video queues up right before scandalous video content plays.
So could this be a backlash of the mass-wash of ad platforms and non-stop, semi-unregulated online media?
One company, MediaMath, is finding a way to solve this issue. They’re promising to promote a company’s ads in ‘safe’ places or your money back.
We’re also likely to see an upward trend of companies like Google working fast to fix malicious ad placement, so they continue to receive that torrent of revenue from advertising.
Technology is the future, and companies that advertise their content online have adapted in a way to finally outspend traditional ‘TV.’ But as social media and videos also proliferate, and gain instant viewing ‘rebuttals’, companies can’t afford to look bad when their name pops up.
Until this ‘hack’ gets fixed, more companies will continue to review, or even revoke, their spending budget with YouTube in order to avoid bad press.
From this point forward, companies will have to strategically choose where they are placing their ads, or savvy rebels like ISIS will turn the tech on its masters.