Is The YouTube Boycott Merely A Case Of Good Old Fashioned Google Bashing?

Is The YouTube Boycott Merely A Case Of Good Old Fashioned Google Bashing?
SHARE
THIS



Google’s had a rough week! Advertisers are boycotting it in droves and the tech behemoth has been forced to run a string of apologies and reassurances to brands.

The kerfuffle exploded in the UK last week when media group The Guardian put an immediate stop on all its advertising after it was revealed it was being shown next to extremist material on the Google-owned YouTube.

Some 250 advertisers in the UK have now pulled all their spends out of Google after their ads had been shown – and financially supported – the likes of white supremacists, homophobes and Islamic extremists, including ISIS. Many brands also inferred Google wasn’t doing enough to protect advertisers.

The UK branch of media buyer Havas reacted by pulling all of its clients’ advertising.

Yesterday, B&T published commentary by Google’s chief business officer, Philipp Schindlerm, who said: “We have strict policies that define where Google ads should appear, and in the vast majority of cases, our policies and tools work as intended. But at times we don’t get it right.”

Sure, the company’s in damage control and why wouldn’t it be after a report found it was set to snare $US72.69 billion of online ad dollars in 2017.

However, Business Insider in the UK has an interesting take on things. It’s media reporter was reporting at the current Advertising Week Europe conference in London and asked a number of marketers in attendance their views on the Google ban.

As it reported: “Business Insider spoke to more than a dozen ad executives who suggested the boycott smacks of ‘opportunism’ and a chance to gleefully bash the biggest player in the online ad industry.

“Some executives suggested advertisers and agencies are hopeful Google’s pain over the issue will continue so they can use it as leverage in their negotiations with the online ad giant. Others said the boycott shows just how little many people understand about the way online advertising works.”

One anonymous marketer at the conference, whose ads had reportedly fallen foul of a nasty YouTube video, said he “took issue with Google’s stance to monetise first, moderate later”.

Another said: “Nobody wants to take on the bully in the playground, but once one person does, everyone can pile in … It’s like Manchester United. Who likes Manchester United and doesn’t support them? They used to smash everyone for years and now people are enjoying their bad streak.”

While another suggested it might simply be a case of the English and tall poppy syndrome. “It’s a very British thing: We like underdogs, we don’t like it when people succeed. When people get on top, we want to kick them down,” he said.

Latest News

Women In Media Profile: Danni Wright
  • Media

Women In Media Profile: Danni Wright

We'd be headlining Danni Wright's Women in Media profile the "Wright stuff" if it wasn't utterly predictable and naff.

by B&T Magazine

B&T Magazine
Industry Generates A Record $10.5m For Social Impact
  • Media

Industry Generates A Record $10.5m For Social Impact

UnLtd, the media, marketing and creative industry’s social purpose organisation has announced a total industry contribution of $10.5m to social impact in FY18. The total value of funds, services, inventory and time donated by the media, marketing and creative industry increased by 21per cent compared to the previous financial year due to a growth in […]

Posterscope Promotes Two
  • Media

Posterscope Promotes Two

Posterscope, Dentsu Aegis Network’s specialist out-of-home agency, has promoted Ryan Hedditch to the newly created position of national head of strategy and Samantha Summers to Sydney Group Business Director. In his new role, Hedditch is charged with driving the continual improvement and transformation of the Posterscope offering to clients and partners. Summers’ promotion will see her lead […]

Outbrain Accelerates Growth With APAC Promotions
  • Media

Outbrain Accelerates Growth With APAC Promotions

Native discovery platformOutbrain has announced several movements in its regional leadership team, with plans to make more new hires. This comes on the heels of two senior appointments it made in February, after closing a record year in the region with expansion into new markets. Yoav Tourel has been promoted to head of sales for […]

Clems Syd & Extra GUM Unveil YouTube Digital Stage
  • Media

Clems Syd & Extra GUM Unveil YouTube Digital Stage

YouTube EXTRA Gum has launched EXTRA Support Acts, a program created to support Australia’s up and coming musicians by transforming pre-roll ads on YouTube into a digital support stage. It has been created in partnership with Clemenger BBDO Sydney as creative lead, Universal Music Australia and BRING for talent and music strategy and content, MediaCom and YouTube. The […]

OMD Australia Tops 2018 RECMA Rankings
  • Media

OMD Australia Tops 2018 RECMA Rankings

OMD Australia has taken the top spot for Australia’s Number 1 media agency in size, according to RECMA’s 2018 ‘Overall Activity Volume Rankings’ report released last week. Additionally, the company was named first in profile classification with a dominant profile for the 3rd consecutive year, along with vitality ranking and structure ranking. Furthermore, OMD Australia was also named […]

Nine Appoints Editor For 9Honey
  • Media

Nine Appoints Editor For 9Honey

B&T's editor coincidentally spilled honey on his shirt while typing this. And by typing, we mean copy and pasting.

Y&R Sydney Scores Best&Less   
  • Advertising
  • Media

Y&R Sydney Scores Best&Less  

Y&R wins Best&Less amid rumours the clothing shop its changing name to 'Somewhat OK&Reasonably cheap'.

Women In Media Profile: Judy Sahay
  • Media

Women In Media Profile: Judy Sahay

B&T's Women in Media profiles are like a wave washing over you. Even more so if an actual wave washes over you.

by B&T Magazine

B&T Magazine
How B2B Companies Can Use Their Customer Data More Effectively (And Why They Need To)
  • Marketing
  • Opinion

How B2B Companies Can Use Their Customer Data More Effectively (And Why They Need To)

In this opinion piece, SalesPreso co-founder and CMO Joel Thomson (pictured below) explains how B2B companies can use their data more effectively and deliver a personalised customer experience that matches their B2C counterparts. From the Cambridge Analytica scandal to the EU’s recent GDPR legislation, this year has prompted individuals all over the world to consider […]

Opinion

by B&T Magazine

B&T Magazine
M&C Saatchi Launches THIS Film Studio
  • Advertising
  • Marketing
  • Media

M&C Saatchi Launches THIS Film Studio

Not one to rest on its laurels, M&C Saatchi unveils new production studio it hasn't called 'Not One To Rest On Laurels'.

Creative Agency Launches Project Management Tool ‘Hassl’
  • Advertising
  • Technology

Creative Agency Launches Project Management Tool ‘Hassl’

Yesterday at TedX Melbourne the team behind award-winning, Melbourne-based agency Your Creative launched their new tech venture Hassl, the project management platform taking on Trello and the likes. With the belief there was a better design solution to project management, the platform has been developed over the last two years in collaboration with their clients. […]

ABC Axes Tom Ballard’s Tonightly
  • Media

ABC Axes Tom Ballard’s Tonightly

It's one of the ABC's edgier, controversial shows, but Tom Ballard's proven too edgy and controversial for ABC chiefs.

Taboola Strengthens APAC Programmatic Offering With New Partnership
  • Advertising
  • Media

Taboola Strengthens APAC Programmatic Offering With New Partnership

Global discovery platform Taboola has announced a strategic partnership with Wider Planet, Korea’s largest demand-side and data management platform. The partnership builds on Taboola’s programmatic efforts in Asia-Pacific, and will bring together Korea’s largest demand platform for agencies and brands to provide access to Taboola’s global audience through premium publisher placements. The partnership means advertisers […]

The Haus Picks Up Two New Clients
  • Marketing

The Haus Picks Up Two New Clients

The Haus announces two new client wins. Admittedly, not as good as winning three, but far better than losing four.