Is it possible for a brand to advertise safely on YouTube? And whose responsibility is it to police it? I discuss what role I think YouTube plays and where the liability sits.
For 200 years our industry has used proxies, whether it be the traditional route of media selection or the digital route of cookie IDs, as a gateway to the people they want to reach. In the video below, I explain how this is being turned on its head as we enter an age of people-based planning and buying.
Several brands have recently launched campaigns with purpose at the centre of their messaging, causing great debate in the industry. In this video, I share five qualifying commandments for brands to consider before taking the same direction.
Advertisers have been funding terror groups such as ISIS and this has led to a furious debate in which Google’s YouTube has taken the majority of the blame. Publishers, such as The Times and theguardian, have been quick to pounce on Google. This is fair in part, however publishers have also chosen to specifically attack Google because it suits public opinion (think of the recent tax issues) and because Google’s business epitomises the model that has eroded their revenues. But…