It’s been a tough month for Google and YouTube as
brands are pulling ads from the world’s top video site amid controversy over creatives being placed next to extremist content. Johnson & Johnson, The Guardian, AT&T, and Verizon - to name a few - have all publicly stated that they will no longer be buying ads on YouTube. How serious is this for the publisher?
For Johnson & Johnson, the brand has spent only $565K over the last twelve months on YouTube according to Pathmatics data, which won’t hurt the site’s $3B+ yearly revenue. Verizon, on the other hand, spent nearly $80M on YouTube across desktop, mobile, and video device-types over the last year. That level of spend makes Verizon the third top customer for YouTube - a customer that YouTube surely does not want to lose.