Some of the world’s biggest marketers have expressed a lack of confidence with the digital advertising supply chain, Business Insider reports, and have started reinvesting ad dollars back into TV.
“We can expect to see some slowdown among advertisers migrating from TV to digital and, in the short-term, we may even see a reversal,” one analyst said. “Until digital assumes the responsibility and cost of brand safety – providing advertisers with more control, visibility and the assurance that they are being positioned appropriately – expect to see more and more brands come back to or increase investments in TV, where advertisers can choose the content and the context in which their ads are placed.”
Advertisers seem to think YouTube doesn’t really care about their concerns. After the BBC and The Times found obscene and inappropriate comments on videos of children uploaded to YouTube, major brands including Diageo, Amazon, eBay, and Mars suspended advertising on the platform.