You’re not getting 10,000 views for your pokey little YouTube video? You won’t be getting much in the way of any advertising revenues.
Google’s YouTube wants to crack down
on fake news -- believing some small, very narrow targeted videos might be just bad news. So it will stop advertising revenues for those less-viewed channels on its YouTube Partner Program -- until they’ve reached 10,000 overall
views.
All this is to stop those impersonators looking to steal traffic from creators. YouTube has been seeing more instances where someone re-uploads original content — pirated from
another YouTube channel — and then try to earn ad revenue from it
In a somewhat related revelation, YouTube has been dealing with the controversy where advertisers have discovered their
commercials were running against objectionable content -- hate-speech, anti-Semitic, terrorist, or other content. This has caused dozens of advertisers to have their YouTube media schedules slowed or
suspended.
Other media-buying executives say this is just a small problem, YouTube can catch much inappropriate content. Still, it has a harder time with more instantaneously uploaded
content.
One marketing executive told TV Watch it only “takes just one” bad association to have a substantial effect on one’s brand value. This speaks again to the
continuing problems that come with user-generated videos. How can advertisers assure brand-safety?
Recently, Google says it is addressing this issue by hiring comScore to improve brand safety -- a monumental task.
What do
TV networks do when it comes to these content issues? Given the amount of TV programming to that of the internet video, this isn’t much of a problem. Brand safety can be much better managed and
quickly identified.
And what do traditional TV networks do when they have low-levels of interest? Those shows get cancelled. As yet, YouTube isn’t in the business of cancelled
videos.
No, this is not the same thing as what YouTube says is going on. But Randall Rothenberg, president/ CEO of the Interactive Advertising Bureau's, wrote in a post that it's time to
clean up the digital supply chain.
While many TV-video marketers still yearned for promised quality and safety on digital video platforms, this is the current environment. And it looks to
be around for future.