Like clockwork. Now that Facebook’s had its time on the guillotine, YouTube’s taking some punches. The brand safety scandal is back for round two, as a CNN investigation revealed that ads from over 300 companies ran on YouTube channels promoting Nazis, pedophiles, and other NSFW topics. Now YouTube is dropping thousands of creators, causing MCNs like Ritual, BBTV and Fullscreen to slim down their businesses. Furthermore, YouTube Kids introduces new Parental Controls.
Alas, disappearable is surprisingly dependable. Instagram Stories have become traffic drivers for publishers and influencers. And Snapchat is toying with a new ‘tabs’ layout while increasing Snap Lenses monetization options for brands. Viacom just renewed and expanded their Snapchat Deal, planning new shows from MTV, BET and Comedy Central. What’s one way to monetize $nap? The app’s debuting a new, unskippable 6-second ad format, dubbed … “Commercials.”
Ads from over 300 companies and organizations — including tech giants, major retailers, newspapers and government agencies — ran on YouTube channels promoting white nationalists, Nazis, pedophilia, conspiracy theories and North Korean propaganda, a CNN investigation has found.
During the initial test, YouTube found that creator-provided classifications typically corresponded to YouTube’s own classifications. “The majority of those self-certifications were very consistent with the determinations we would have made internally with our human reviewers.”
The company has created a “whitelist” of videos and channels that it will advertise on exclusively; the list reduces the number of channels advertised on from 3 million prior to the brand’s YouTube boycott in 2017 to 10,000.
The future of multi-channel networks like Fullscreen, Ritual, BBTV and more are in question as thousands of creators are purged.
YouTube initially said that all new Partner Program applications would be reviewed in a few weeks after the announcement, and later pushed the estimated date to the end of April. Now, the company says, it plans to have all applications processed by June’s end, according to Polygon. Prior to the overhaul, creators could monetize if they had 10,000 lifetime views; now, in a bid to address brand safety concerns after the Adpocalypse, channels need to have surpassed 4,000 hours of watch time and have at least 1,000 subscribers. The changes officially went into effect on Feb. 20.
Twitter Ads Help Drive Viewers To TV [MediaPost]
A new study says people exposed only to a Twitter ad campaign were 23% more likely to tune-in to TV, in this example for football games. That’s versus people in the control group who weren’t exposed to ads at all. A Nielsen Watch study shows audiences are more likely to tune-in to linear TV after being exposed to Twitter media.
In its latest announcement around video, Facebook is launching new “preview” trailers for Watch programming that will run within the News Feed. The previews will give the viewer a “quick ad” of the show, before sending them to Watch, where they can view the full episode. Facebook says its content partners will be able to boost the Preview Trailers, targeting specific audiences and “driving more predictable tune-in” for shows.
The platform is being more selective about whom it commissions content from and which videos can be monetized through mid-roll ads, clamping down on Watch pages full of subpar content and looped or prank videos that are a far cry from Facebook’s ambitions to be a premium content destination.
On average, only 2 to 5 percent of impressions on linked Story posts lead to swipe-ups, per Wescott. But often, those swipe-ups lead to sign-ups, which is leading more publishers and influencers to use Instagram Stories as an audience acquisition tool.
Only yesterday, news came out that Cheddar was the first digital-only network to launch a channel on YouTube’s streaming TV service, YouTube TV. Today, the company is announcing a similar deal with Hulu, which will bring its programming to Hulu’s more than 17 million subscribers.
It’s Groundhog Day For the NewFronts [Ad Age]
Viacom is hosting its first NewFront following several major digital initiatives over the past year, including the launch of its content studio and the acquisitions of influencer marketer WhoSay and online video event VidCon. It will surely talk up how its content studio is developing programming specifically for platforms like Snapchat, which it renewed its deal with last week.
Although TED has been experimenting with creating short-form videos on Facebook and using Facebook Live to interview speakers from its conferences for some time, it took a new approach this year, using Facebook Watch to capture the April conference in a series of eight episodes where TED speakers are interviewed in a behind-the-scenes style format. “TED: Backstage Pass” is the third Watch show TED has produced with TED’s internal team of four people.
B&C has teamed up with social video analytics company Tubular Labs for a recurring look at how various content creators are deploying video to reach audiences online. In this edition, a look at how NBC comedy juggernaut Saturday Night Live continues to powerfully engage audiences beyond its weekly TV broadcast. According to Tubular, the No. 1 SNL video uploaded in the last 90 days has 9 million views and features Black Panther star Chadwick Boseman playing “Black Jeopardy” alongside Leslie Jones, Chris Redd and other SNL cast members.