Brand safety challenges tarnished YouTube for major advertisers last year, but the impact was short lived. Top brands have returned to the platform and it is more impactful than ever before.
In Q2 of last year, direct ad buys on YouTube dropped as much as 26 percent as advertisers were concerned about context. But a new analysis from Pixability has found that even at the height of the brand safety stir, viewership of videos posted by the top 100 brands actually increased by 29 percent in April/May 2017 over the previous year, and average views in July/August increased by 67 percent. Clearly, audiences are hungry for brand-owned content.
The Pixability analysis also found that audiences are more actively engaging with brand owned content on YouTube. For example, “likes” of the top 100 brands’ videos increased 42 percent on YouTube during the first half of 2017 while top brand channels saw a 39 percent increase in subscribers. The top 100 brands with the most YouTube posts during that time? L’Oreal, IBM and Samsung, with Johnnie Walker, Moet & Chandon and Xerox generating the largest increase in views, the report notes.
Despite brand safety concerns, the future looks bright for brands using YouTube and premium video. To find out how, download the report.