It appears some of the planet’s biggest advertisers are prepared to forgive and forget after the recent boycott of Google’s YouTube following-on from revelations pre-roll ads were being shown next to, and supporting, hate and racist content.
However, new data from US ad sales software firm MediaRadar has shown advertisers appear to be flooding back to the platform.
MediaRadar research tracked the top 24 Google preferred channels in the US and found, in April, that five per cent of advertisers within those channels dropped off the platform between the months of March and April.
By May, it had increased an additional 50 per cent and by June some 508 brands advertised within Google Preferred, which was a reported 134 per cent increase from January just before the scandal broke.
The study found that Google Preferred channels running ads and their frequency had increased since April. The average number of channels had increased some nine per cent per month, while the number of days advertisers run campaigns was up 10 per cent per month.
Commenting on the findings, MediaRadar’s CEO Todd Krizelman said: “There was a real contraction and reaction [among] brand-name advertisers, but our feeling was that YouTube responded very foreseeably to remedy the situation.
“Even in the NewFronts, where I thought YouTube said the right things, they even had some of those same advertisers who said that they were going to pull out and did briefly … back on the stage again.”
Leading Australian market research data brand, RDA Research, provides actionable consumer intelligence to help businesses inform decision making and growth strategies. RDA Research wanted to make its unique consumer data available for addressable digital targeting and required a data onboarding partner to help activate their data in an online environment.
Storytelling agency Enthral has appointed Channel 7 reporter and sports presenter Sean Sowerby as its new senior PR and content manager in Melbourne. Sowerby (pictured) started his award-winning career at 3AW before spending more than 15 years in television. Enthral founder and manager director, Cameron Smith, spoke of the significance of Sowerby joining the agency. […]
This week Nova’s Fitzy & Wippa are celebrating 10 years of their iconic radio show and plenty of famous faces have weighed in on the feat! For Fitzy & Wippa’s 10-year anniversary show they were joined by a bunch of special friends who shared their messages and favourite memories over the last decade. The guys […]
Ever since Google first announced it would be getting rid of third-party cookies on Chrome, digital advertising businesses have been actively sharing their plans for life after cookies. And now programmatic advertising company Blis might have come up with the most creative way to get the message across, in a new video which sees company […]
Integrated Melbourne agency Icon has taken top honours in the 2021 SABRE Awards, winning the coveted Australasian Consultancy of the Year for 2021 along with a host of category and craft awards. Icon led a large field of Australian agencies with a total of three major and seven minor awards, including gold in the cause-related […]
Former agency executives Tim O’Neill and Tim Fouhy have launched the auto technology startup Summon. Australia’s first full e-commerce service for prestige cars. O’Neill and Fouhy both founded Reactive, a digital agency, which was bought by Accenture in 2016. Following the deal, O’Neill and Fouhy ended up leading the company’s digital marketing arm, Accenture Interactive before […]