Weekly Digital Update April 4, 2017

The Boys Are Back

Baseball fans know that the Jays start their season against the Baltimore Orioles this week. What happened last year against the Orioles? This is for you. If you are wondering how to make the most out of baseball season this year, this is for you.

What's happened since the last update? Well Raptors won, Tar Heels wonDrake didn't win at the Juno Awards, but Alessia did, and the NHL will not be going to the 2018 Olympics.

Oh, and a few big names started questioning using Google Display Network, we have some new members on the ops team, and Cheetos have a new product line (sort of).

Curious and want to know more? Keep scrollin'.

Google the Great?

Other than spending a lot of money on advertising, what do AT&T, Verizon, Johnson & Johnson, Enterprise, and GSK have in common? They are no longer advertising on YouTube.

I thought everyone loved YouTube?

Canadian consumers definitely love YouTube. Did you know the hours we spent watching YouTube daily on mobile and tablet increased 60% YoY from 2014 to 2015? Advertisers also loved using YouTube to capture an engaged audience...until their ads starting appearing alongside some questionable content. It started across the pond with the UK Division of Havas pulling all their spend in Google and YouTube, before Verizon, AT&T, and J&J also pulled all of their ads from YouTube joined in on the boycott.

Do consumers really care if ads appear near offensive content?

The short answer: Yes. In light of all of the YouTube controversy, AdWeek did a quick survey to see what consumer's really think of brands that appear alongside offensive content. What did they find?

  • 28% recall seeing an ad before during or after the offensive YouTube content.
  • 4% feel better about the brand when surrounded with offensive content, 56% are unchanged whereas 40% feel worse about the brand.
  • 36% think the advertiser is endorsing the offensive content.

What will Google be doing about it?

As Philipp Schindler, the Chief Business Officer @ Google, posted in his latest blog post, there will be "expanded safeguards for advertisers". According to Schindler, there are changes happening around three distinct areas: their ad policies, the enforcement of these policies, and new controls for advertisers. Google U.K. also released a commitment last week to improve their brand safety controls.

Stay tuned to see what changes Google will be making to reaffirm their credibility to advertisers.

Meet the Team

Edwin who? Can't remember who will be playing for the Jays this year? Don't sweat it, we got you covered. Our digital ops team as also recently acquired some new talent. If you missed the welcome emails that hit your inbox here is a recap:

  • Hirsh Patel joined the Audience Solutions team. He has extensive SEM background and will be working on key accounts
  • Ashley Phillip & Mark O'Byrne joined the DCS squad.

Welcome to the team!

Fool Me Once...

Looking for a tan? April Fool's was this past weekend, did you get pranked? Check out the link below to see the top hoaxes by big brands.

Have a great week. As always, feedback, comments, suggestions can go here.

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