In our annual analysis of how the top 100 global brands (per Interbrand’s report) performed on YouTube, we took a hard look at how this year’s brand safety issue played out on the platform. These top brands published a total of 3% fewer videos in 2017 than last year, but that didn’t slow audience engagement of brand-owned videos.
And according to our analysis, major advertisers are returning: 50% of brands that saw a decline in viewership on YouTube (largely attributed to paid spend) in Q2/early Q3 had resumed their activity on YouTube by September.
Why are brands back on YouTube? How did individual brand behavior differ in response to brand safety? What is a smart approach to brand safety in 2018?
Download our white paper to access our data-backed findings, and understand why now is not the time for brands to retreat.