What does the Brand Boycott of Programmatic Advertising on Google and YouTube mean for Influencer Marketing?
Just as a brand wouldn’t want their advertising to be featured next to undesirable content that compromises their values, an Influencer wouldn’t want to feature a brand that jars with their personal brand.
Brands want more control over where their ads appear
It’s the hot top of mind topic for all savvy digital marketers at the moment. Brands internationally, including those within Australia, have been actively boycotting programmatic advertising in Google and YouTube to protect their brand from being associated with undesirable content.
The Google boycott began in the UK when The Times uncovered that many major brands had their ad content featured next to extremist, inappropriate and offensive material. In the past, brand ads have also been unknowingly featured on piracy websites such as The Pirate Bay.
Since then, many major brands internationally have been pulling their programmatic advertising from Google and YouTube out of desire to have more control over where their content is featured and what their brand is associated with.
The Australian Financial Review (AFR) reported that Telstra, Tourism Australia, Vodafone Hutchison Australia, Nestle, Holden, Kia, Bunnings, JB Hi-Fi are some of the brands within Australia who have taken boycott action of the Google programmatic advertising until they can feel confident that their ads do not appear in undesirable locations. The UK government also pulled its ads from Google along with two of America’s biggest telecommunications companies, AT&T and Verizon, plus Walmart, Stabucks, Pepsi and Johnson & Johnson.
A Vodafone spokeswomen was quoted in the AFR as saying, ‘We are now working with Google and our agencies to develop a new approach designed to ensure that Vodafone advertisements do not appear within harmful online content.”
This form of digital advertising, it has been revealed, is low-cost but not low-risk and because of this brands are re-assessing their marketing strategies.
Google and YouTube are working diligently to come up with a solution to the issue to put brands’ minds at ease but this is likely to increase brands’ involvement in the process.
A Google spokeswomen also commented on Sunday: “We don’t comment on individual videos but as announced, we’ve begun an extensive review of our advertising policies and have made a public commitment to put in place changes that give brands more control over where their ads appear.
While we recognise that no system will be 100% perfect, we believe these major steps will further safeguard our advertisers’ brands and we are committed to being vigilant.” (Source: AFR)
Influencers are the trustworthy custodians of brand advertising
The need for trustworthy custodians vigilantly overseeing the digital advertising channels is only going to increase as the system becomes more sophisticated. Brands are going to want to know that their ad spend goes to the most relevant audiences and is not featured in a context that might damage their reputation.
Marketers, quite simply, want to ensure that their brand is featured in a positive space that will produce the desired results. Leveraging trustworthy Influencers who have a loyal, relevant audience in their own digital channels is a safe and effective way for brands to reach audiences that they might not have easy access to.
It’s like we always say, authenticity is key.
Just as a brand wouldn’t want their advertising to be featured next to undesirable content that compromises their values, an Influencer wouldn’t want to feature a product that jars with the context of their personal brand. Influencers, like brands, are extremely careful about what they put out there. Consumer perception is everything.
Influencers are proven marketers in their own right and fully understand their audience’s needs. Every decision they make actively contributes to the growth of their personal brand. They are extremely selective about the brands they choose to work with and the most authentic Influencers know what products/services would align best with their brand.
How can Vamp help
Influencers in the Vamp Collective are carefully vetted by our in-house Global Talent Director. Vamp Influencers hand-selected for each advertising campaign by the Vamp Campaign Team must meet certain criteria.
These include: 1) On-brand, authentic content in the context of their feed, 2) Professional reputation, 3) High quality content that aligns with brief.
Our Influencers follow a professional code of conduct and are encouraged only to apply for briefs that they truly align with.
We would never partner an Influencer with a brand where the content would stick out like a sore thumb. We are committed to lifting up both the brand and the Influencer in this space.
We recently worked with Estée Lauder on a video campaign featuring their Double Wear Foundation. Vamp Content Creator, Chrizelle Lategan, created this beautiful video to share with her followers on Instagram.
Find out how we can leverage your brand in a positive, receptive space with trustworthy Influencers.