No, Google, It’s Far, Far From A “Very, Very, Very Small” Problem

No, Google, It’s Far, Far From A “Very, Very, Very Small” Problem
SHARE
THIS



Google bosses may be playing down the growing list of brands boycotting it, so much so its chief business officer, Philipp Schindler, yesterday (as reported on B&T), said it affects “very, very, very small numbers” of advertisers.

Schindler’s comments aside, media reports have suggested the boycott by brands concerned about appearing next hate videos on YouTube could cost the tech giant as much as a $US1 billion in lost ad dollars.

However, as much as Google attempts to ignore it, it appears the problem is set to get worse before it gets better.

In response, Google has said it’s set to unveil an algorithm that can detect and remove YouTube videos that feature hate or extremist material.

One of the US’s biggest industry events, The American Association of Advertising Agencies annual convention, is currently underway in Los Angeles, and the reports are that many CMOs want to continue to turn the knife into Google.

CNBC is reporting that the Google boycott is set get much, much bigger judging by the mood of convention attendees. The problem for Google is that it’s on the nose with advertisers and seen as a riskier option just as other medias are hosting their upfronts and broadcasters and the cable TV networks are pitching a slate of new shows.

Traditional medias also have a far more compelling case in terms of actual measurement figures and environment than the likes of Google and Facebook.

“What we’re hearing from members is it’s time for a lot of these platforms to grow up, but they’re still fairly young platforms” 4A’s president and CEO, Nancy Hill told CNBC.

Taco Bell is another brand that’s joined the Google boycott. It’s CMO, Marisa Thalberg, added: We are on a pause … because at the end of the day, context matters.”

While CEO of mobile ad company Kargo, Harry Kargman, believed the Google boycott would have deep implications on the advertising industry itself.

“What we’re finally seeing is that marketers are waking up, and they’re saying – ‘just doing audience targeting at mass scale is not enough for us. We need to be guaranteed that we’re running in great, brand-safe places, we need to know that our brand messages are actually aligned with the messaging on the page itself’,” he said.

CEO of media giant IPG, Michael Roth, said the boycott should see more transparency in media and advertising. “The best way to keep organisations accountable, is to do it with your pocketbooks, and I think that part of it frankly worked.”

Latest News

Taking A stand? Just Do It…Maybe
  • Opinion

Taking A stand? Just Do It…Maybe

In this guest post, creative and strategy director at WE Buchan, David Coupland (pictured below), takes a look at the fallout from Nike’s Colin Kaepernick campaign and says what it also does is show the importance brands now play in our lives… Nike’s decision to feature Colin Kaepernick as the face of their 30th anniversary “Just Do It” campaign […]

Opinion

by B&T Magazine

B&T Magazine
How To Optimise Branded Keywords
  • Opinion

How To Optimise Branded Keywords

In this guest post, CEO of Delacon, Michael Center (pictured below) talks the value of branded keywords for marketers and offer his tips on getting the best from yours… Branded keywords are an essential part of the digital marketing strategy for many large businesses. Trading on the recognition and equity of a brand’s name, some of the country’s […]

Opinion

by B&T Magazine

B&T Magazine
OLYMPUS DIGITAL CAMERA
  • Marketing
  • Opinion

Expertise First, Influence Second: When Influence Is A By-Product Of Expertise

In this guest post, Taryn Williams, CEO and founder of influencer and creative talent marketplace theright.fit, explains why influence should be a by-product of success, not the foundation for it… Like any form of advertising and promotion, influencer marketing is not without its controversies. Earlier this year Australia’s Federal Minister for Health, Greg Hunt, ordered […]

Opinion

by B&T Magazine

B&T Magazine
Ford & Facebook Invite Aussies To Personalise 2018 Mustang With New In-App Experience
  • Campaigns
  • Marketing
  • Technology

Ford & Facebook Invite Aussies To Personalise 2018 Mustang With New In-App Experience

Ford Australia has unveiled a new innovation that showcases the iconic Ford Mustang through a collaboration Facebook and Instagram. The interactive campaign invites Facebook and Instagram communities to take part in a live poll to identify Australia’s ultimate Mustang design. Targeting performance car fans, along with design lovers and image-conscious consumers, Ford and its partner […]