Following an ad controversy over an article run by The Times, a significant number companies pulled their ads from YouTube. McDonald’s, Toyota, L’Oreal were among the big names that separated themselves and their ad dollars from Google’s YouTube.
Google promised new tools and safeguards to provide greater transparency to protect brand safety ad placements. However, as Google works to restore advertisers’ confidence, YouTube content creators may take a financial hit.
A recent post at the YouTube Help Forum titled Advertisers and Creators Revenue reads,
“Advertiser confidence on YouTube is critical to the financial success creators. Unfortunately, in recent weeks, we’ve seen some advertisers suspend their campaigns. So earlier this week, we began implementing the new brand safety controls outlined in the blog.
“If you’re seeing fluctuations in your revenue over the next few weeks, it may be because we’re fine tuning our ads systems to address these concerns. While this can be unsettling, we’re working as fast we can to improve our systems so that advertisers feel more confident in our platform and revenue continues to flow to creators over the long term.”
The changes specifically come from ads system tweaks. Analysts at Nomura Instinet believe Google may lose up to $750 million over the ad controversy fallout. Yet, some YouTube creators may have already felt the squeeze first. The post continues reading,
“If you are monetizing your videos and seeing a drop in revenue from videos that are being monetized, review your videos’ thumbnails, titles and descriptions…
If you think your video was demonetized in error, request an appeal by clicking on the yellow $ icon next to the video in Video Manager.”
Some creators took to Twitter to express their concerns.
So, should creators worry? Probably not. As Google implements new safeguards to restore confidence in the service, payouts may drop temporarily. However, to avoid demonetization issues, Google promised to speed up the appeals process. The community post reads,
“You will be notified once a decision is made on the appeal, and if it is successful, your video will immediately be monetized again and have a green $ icon. In light these changes, we’re pledging to make the reviews process around appeals even faster for creators. You can learn more about how to request an appeal here.”