Companies, marketers, and advertisers demand change from YouTube and Google’s digital advertising services, such as banners and pre-roll video ads. Some have already packed their bags and are looking into other options. Industry pundits are calling it a digital revolution.

Brands Increase Social Awareness

You can open any social media platform, turn to nearly any channel on television or YouTube, and you’ll realize that everyone is becoming more socially aware and outspoken on overarching issues in society. Now more than ever, consumers are choosing their products based on a company’s reputation. Companies are pulling their advertising budgets from platforms, websites, and news sources that don’t reflect their image.

Recently, YouTube and Google have been making headlines for putting advertisements next to content that promotes illicit behavior or offensive material. Unfortunately, the biggest losers are influencers on YouTube and various websites that produce content within their niche, rather than the inappropriate content that’s landed Youtube and Google in hot water. These are the influencers that draw the audiences in. If their revenue is taking a hit, they too will look to other options such as Vimeo and Twitch.

The entire situation is bittersweet. On one hand, companies and advertisers are holding YouTube and Google accountable for where their ads show, essentially forcing them to offer better ‘white-listed’ advertising services. On the other hand, companies and marketers are reaping what they sowed. Now, they will share the responsibility of advertising digitally, similar to what they currently do for television and every other form of media. Hopefully, this will bring change to the mindset that some big brands have. Basically, that they can just buy in bulk and walk away; without the responsibility of knowing where they’re specifically advertising.

Digital Advertising Is Evolving

Overall, no one should be walking away from YouTube and Google. The platforms are growing and are still the leaders of their field. Facebook Video is catching up, but it’s still not on the level that YouTube offers. Pundits are calling it a digital revolution, but in reality, we’re witnessing a natural evolution to digital advertising. This fiasco isn’t the first, nor the last step, as digital advertising has its kinks ironed out. Anyone remember MySpace? More importantly, it’s encouraging companies to take part in the conversation, rather than just provide specific platforms for consumers to engage with.

We’ll be following this story as it evolves. Subscribe to our blog and newsletter to stay up-to-date on the latest industry news.