AT&T returns as a YouTube advertiser marking the end of the "adpocalypse"

[Greg S]

Bottom line: YouTube's problem days of displaying ads next to unfriendly content should be nearly over. Major advertisers are now much happier with how their ads can be placed and where they will show up. Creators may benefit from an influx of advertising dollars being pumped into the platform.

Creators on YouTube and Google ran into a notable problem starting around two years ago. Ads were appearing next to content that brands were not a fan of. Fear of association with sometimes questionable video content caused ad money to dry up as businesses pulled their marketing campaigns off the platform.

Arriving back at present day, the so-called "adpocalypse" is showing signs of being completely over. Major advertisers have already been returning to YouTube. AT&T is now the last of the major players to make a return. As a company with one of the largest marketing budgets in the US, it is a big deal for Google and all of the YouTube creators that AT&T will be coming back.

The return of AT&T to YouTube as an advertiser is hardly a sudden decision. For the past 22 months, AT&T has been in contact with Google to learn about the changes that have been made to prevent ads from showing up alongside undesirable content. Following what was undoubtedly numerous exchanges back and forth, AT&T expressed confidence, "that there is a near-zero possibility," of negative brand associations being made.

Before officially pulling the trigger and dumping boatloads of cash back into the platform, AT&T utilized Google house ads to monitor where their own ads might appear. Increased numbers of human reviews combined with a refined AI system are now meeting AT&T's expectations well enough to earn their business.

Although AT&T has declined to share to its ad spend numbers on YouTube, the company will begin running regular campaigns over the next few weeks.

Permalink to story.

https://www.techspot.com/news/78341-att-returns-youtube-advertiser-marking-end-adpocalypse.html

 

[ShObiT]

Probably major brands saw the need to comeback, as the prices for TV Ads is ridiculously high with very little reach compared to YouTube videos and social media.

 

[psycros]

Probably major brands saw the need to comeback, as the prices for TV Ads is ridiculously high with very little reach compared to YouTube videos and social media.

TV ads are second only to radio in penetration. Online ads are a distant third, partly because its so easy to block most of them.

 

[Scshadow]

The idea that what they've actually done to Youtube has worked makes me sick. This may help Youtubers that have safe content, not at risk to be demonetized in the first place, to generate a little extra revenue. Jimmy Kimmel and late night rejoices. A few extra bucks for the guys who don't need it. Anything I want to watch, those guys are screwed still. Adpocalypse is not over until youtubers can be youtubers again and thats never going to be over.

 

[ZackL04]

I cant wait to see directv now adds during my youtube tv on demand content

 

[Lew Zealand]

The idea that what they've actually done to Youtube has worked makes me sick. This may help Youtubers that have safe content, not at risk to be demonetized in the first place, to generate a little extra revenue. Jimmy Kimmel and late night rejoices. A few extra bucks for the guys who don't need it. Anything I want to watch, those guys are screwed still. Adpocalypse is not over until youtubers can be youtubers again and thats never going to be over.

The big companies will only spend their ad dollars sponsoring content that they approve of, same as it ever was. When the advertisers disapproved of a network TV show, they pulled their ad dollars. Youtube is no different.

It's their ad money moving to the pockets of the YTers so if you want to post content content unpopular with them, then there's no reason to expect any ad payment for it. You can always post that content for free. Youtube is a business and if you want your cut of the money, you need to play within the money rules.

 

[SantistaUSA]

The idea that what they've actually done to Youtube has worked makes me sick. This may help Youtubers that have safe content, not at risk to be demonetized in the first place, to generate a little extra revenue. Jimmy Kimmel and late night rejoices. A few extra bucks for the guys who don't need it. Anything I want to watch, those guys are screwed still. Adpocalypse is not over until youtubers can be youtubers again and thats never going to be over.

The big companies will only spend their ad dollars sponsoring content that they approve of, same as it ever was. When the advertisers disapproved of a network TV show, they pulled their ad dollars. Youtube is no different.

It's their ad money moving to the pockets of the YTers so if you want to post content content unpopular with them, then there's no reason to expect any ad payment for it. You can always post that content for free. Youtube is a business and if you want your cut of the money, you need to play within the money rules.

Couldn't agree more! It sucks that, to stay monetized we have to be extra careful but I completely understand the reasoning for that. Now let's get a cut of that ad revenue increase!