Google takes stand against climate change deniers with new ads and monetization policy
Google has announced that it is set to introduce a new policy for advertisers, AdSense publishers and YouTube creators that prohibit ads for content that contradicts authoritative scientific consensus around the existence and causes of climate change. Google will use its automated system as well as human reviewers to enforce the policy which will take effect next month.
Why is this important?
Advertisers that deal with climate matters should be particularly careful as this new policy takes effect. If your ads adhere to the policy but are still disapproved, you can appeal the policy decision directly from your Google Ads account.
Publishers and YouTube content creators that make climate change content should also be careful to abide by this policy and not have monetization impacted
Super charge your TV activity with the addition of YouTube
Industry leaders have endorsed YouTube’s ability to deliver between 12-15% incremental reach when used in tandem with TV plans.
At the annual upfronts event, the prominent message to advertisers was that YouTube should not be viewed as the enemy of TV. Instead, it should be seen as delivering incremental benefits when applied in tandem with TV and other traditional media plans.
Why is this important?
Incremental reach is important to advertisers, particularly among younger demographics, who are light tv viewers. Graeme Adams, BT Group’s head of media, told the festival that advertising on YouTube is delivering incremental reach of 15% on mass audiences and up to 25% on harder to reach audiences, such as younger demographics.
Twitter tests ads in Tweet replies
Twitter is looking to expand its ad inventory with a new placement option, which could provide new opportunities for both advertisers and creators. The trial of ads within reply threads would see ads displayed within the first few replies to a tweet, ‘right where the conversation is happening’ says Twitter Revenue Product Lead Bruce Falck.
Why is this important?
At the moment, when a tweet goes viral you will often see the tweet creator add an additional reply, highlighting a charitable cause which they can bring more attention to as a result of that tweet. This new placement also aims to keep the most popular users tweeting more often, as Twitter will give original ‘creators’ the option to opt-in to the ads for a cut of the resulting revenue.
Campaign of the week - First ever Soap crossover to highlight climate change
For the first time in British television history, the country’s soaps and continuing dramas have joined forces to highlight the issue of climate change and environmental issues.
Casualty, Coronation Street, Doctors, EastEnders, Emmerdale, Holby City and Hollyoaks have each filmed scenes about, or have references to, different aspects of climate change. In a soap first, five of the soaps will also be referencing each other.
Viewers will see some of Britain’s best-loved characters swap sets or see moments from another soap in a bid to raise awareness of climate change. More details of the content within each soap will follow.
