AT&T is back to buying and running ads on YouTube after taking a strong stance for over 2 years of avoiding the platform. It's rare for a company of this stature and with a massive marketing budget to avoid a huge advertising platform like YouTube for such a long time based on non financial motives. A number of large brands, like Verizon and Johnson & Johnson, left YouTube in 2007 when their commercials were used during hate speech and offensive videos. But after the outcry died down, they decided to quietly come back.
This is another example of today's difficult environment of how to control the digital advertising and how to make sure the company's brand doesn't suffer or create negative associations unless the negative headlines and public outcry make those companies aware of the problem. This issues can be more costly for smaller companies unable to fight those perceptions, where AT&T or other large companies can throw billions on TV ads, print and digital advertising to make consumers forget the crisis quickly.
These news further highlight the importance of "brand safety" for all companies and the close monitoring of what content is used along with purchased digital ads.
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