YOUTUBE ADS. Brand Care Playbook

Transcription

1 YOUTUBE ADS Brand Care Playbook

2 YOUTUBE ADS BRAND CARE PLAYBOOK Contents In this guide you ll learn about YouTube s Brand Care systems, understand how they work and familiarize yourself with recommended techniques for aligning your ads with the right video content. Introduction Section 1 About Brand Care on YouTube Section 2 Brand Care Tools Section 3 Best Practices & Optimization

3 YOUTUBE ADS BRAND CARE PLAYBOOK Introduction The web has opened a door for new communities and platforms that help people find diverse views and expression. Today, anyone with a smartphone can be a content creator, app developer or entrepreneur. Thousands of sites are added every day to our ad network and more than 400 hours of video are uploaded every minute to YouTube. We have a responsibility to protect this vibrant, creative world from emerging creators to established publishers even when we don t always agree with the views being expressed. But we also have a responsibility to our advertisers who make this world possible. That s why we have strict policies that define what kind of content is permissible on YouTube and what kind of content is suitable for advertising. We are continually improving controls to enable advertisers to customize their brand care settings in alignment with their values.

4 SECTION 1 About Brand Care on YouTube

5 SECTION 1: ABOUT BRAND CARE About Brand Care on YouTube Goal of this section Understand what kind of content is allowed on YouTube, what kind of content is eligible for ads, and how our systems recognize what s in YouTube videos. We know that protecting and promoting your brand is of the utmost importance, which is why we here at YouTube have a comprehensive system of safeguards to protect your brand. We work hard to continually improve our tools and systems, and we re confident that the recommendations in this guide will provide you with additional protection against unsafe ad placements.

6 SECTION 1: ABOUT BRAND CARE How YouTube keeps your brand safe YouTube s Brand Care system encompasses policies that determine what kind of content can live on YouTube and carry ads, technology to analyze the tremendous amount of video on the platform and a team of employees to respond in the event our algorithms don t get it right. Policy We have clear guidance on what is and is not acceptable on our platform and what kind of content may be monetized. Technology & Controls Through machine perception and metadata analysis, YouTube scans content to apply classifiers. Responsiveness YouTube employs full time employees that review flagged videos, typically within an hour.

7 SECTION 1: ABOUT BRAND CARE A series of safeguards How we determine what content is suitable for your ad Videos are uploaded to YouTube Is the content allowed on YouTube? Videos that do not comply with our community guidelines are removed based on user flags and policy review. Our staff reviews videos flagged by users 24 hours a day, 7 days a week and typically responds to flags in <1 hour. If it is allowed, is it suitable for ads? If it is suitable for ads, is it appropriate for my brand? Based on our ads policies and a video s classification, we ll determine if running an ad would be appropriate. If a creator allows ads to run on their video, that video must meet our criteria for monetization. YouTube classifies every video, and these signals are honed continuously based on human review/inputs and machine learning algorithms. A combination of brand care defaults and your optional exclusions determine which videos are suitable for your brand s ads. You can chose to opt back into some kinds of content -- such as Mature videos -- if that is appropriate for your brand, or you can exclude more granular categories like sensitive subjects. Your Ad Runs

8 SECTION 2 Brand Care Tools

9 SECTION 2: BRAND CARE TOOLS Brand Care Tools Goal of this section Understand the account- and campaign-level tools YouTube provides to avoid problematic ad placements. As an advertiser, you have controls to customize your brand care settings to fit your brand s specific needs. There are 5 levers you can use, which give you control over the maturity-level, category, and the subject matter of the content you target, as well as the user watching and searching behavior around that content.

10 SECTION 2: BRAND CARE TOOLS YouTube s Brand Care Tools Auction Defaults (AdWords & DBM) Reservation Defaults Digital Content Labels Digital content labels classify videos into ratings, like DV-G, DV-PG & DV-T. MA, Unrated / Not Yet Labeled opted out by default MA, Unrated / Not Yet Labeled opted out by default Sensitive Subjects Exclusions Sensitive Subjects classification applies to videos that address sensitive topics like tragedy & conflict, reproductive rights and war through a historical lens. None opted out by default, but we do not monetize non-historical war, tragedy, violence and conflict content. Opted out of all by default Topic Exclusions You can also exclude certain topics like cars and music to keep your ads off videos whose themes aren't relevant to your brand. None opted out by default Opted out of religion and politics topics You can exclude specific terms, channels or video IDs so your ads won t appear when a user searches or the term matches the title or description of the video. None opted out by default These exclusions allow you to avoid placements on livestreams, embedded videos and in-game video. None opted out by default Keyword & Placements Exclusions Content Type Exclusions None opted out by default (note: keyword and video ID exclusions not available, only channel exclusions available) Opted out of embeds and livestreams

11 SECTION 2: BRAND CARE TOOLS Digital Content Labels Control the maturity of the content you appear near or the audience to whom you re marketing Labels What they are Digital Content Labels classify videos into ratings, like G, PG & T. These are the broadest tools for aligning your campaign with the right content. YouTube uses a variety of signals including audio-visual content, associated text or images and metadata to determine which content label to apply. Description Content suitable for general audiences. DL-G Example: Cooking, Parenting, Charlie Bit My Finger DL-PG Content suitable for most audiences with parental guidance. May contain some mature content. Example: Non-contact sports, Beauty, Rolling in the Deep DL-T Content suitable for teen and older audiences. May contain frequent mature content. Example: Comedy, News, Uptown Funk Content suitable only for mature audiences, May contain excessive mature content. Should not include pornographic content. DL-MA Example: Music Videos with Explicit Content, Adult Humor, Wrecking Ball Unrated / Not Content that has not yet been labeled. yet Labeled

12 SECTION 2: BRAND CARE TOOLS Sensitive Subject Exclusions Control whether your ads appear on content related to sensitive issues What they are Part of what makes YouTube unique is the freshness of the content whether that s high production coverage of the Syrian Refugee Crisis or on-the-ground footage of an important political protest. While we do not monetize any non-historical content related to war, tragedy, violence, crime, and abuse by default, advertisers can be even more conservative by implementing Sensitive Subjects exclusions for all TrueView and Bumper ad campaigns bought in AdWords or DBM. Content Types Sensitive Social Issues Tragedy & Conflict Sexually Suggestive* Sensational & Shocking* Profanity & Rough Language* Description Discrimination & identity relations, scandals and investigations, reproductive rights, firearms and weapons and more. Informational & historical content related to themes such as accounts of war, disasters, and accidents. Provocative pictures, text and more Content designed to shock, including videos that are sensational, gross, and crude Moderate or heavy use of profane language, and curse words *New as of March 24 *New as of March 24th. These new sensitive subjects exclusions are available only in AdWords at this time and will be available shortly in DBM and Reserve campaigns.

13 SECTION 2: BRAND CARE TOOLS Topic Exclusions Restrict the content topics near which your ads appear What they are Just as you can target videos about certain subjects like Politics and Religion you can also exclude by topic to keep your ads off videos whose themes aren't relevant to or do not align well with your brand. There are over 60 categories and 1500 subcategories that you can choose to include or exclude from your targeting. Note for Reservation buyers: Topic exclusions are available and may make sense for audience or broad content buys. (Politics, religion and sensitive subject topics are excluded on reservation by default)

14 SECTION 2: BRAND CARE TOOLS Content Type Exclusions Control the types of the content on which you appear What they are Content type exclusions allow you to avoid placements on livestreams, embedded videos and in-game video. These give you more control over where your ads show on YouTube, as well as the Google Display Network. Content Types Description Embedded Videos Videos embedded into non-youtube site on Google Video Network or display ads appearing on pages with embedded videos. An ad serves before an embedded video on NYTimes.com about a news event Broadcasted live events on YouTube. Creators who host livestreams on their channels Gaming inventory on desktop and mobile apps. FreeOnlineGames.com serves TrueView ads before game-play. Not available for reservation. Live Streaming Events Games Example

15 SECTION 2: BRAND CARE TOOLS Keyword Exclusions Restrict your campaigns from running on content related to particular keywords What they are Keyword exclusions are the narrowest way to control where your ads appear. When you add negative keywords to your campaign, we ll avoid placing your ads near videos whose title or description contains any of the negatives you ve added. How they work: Currently, we will honor up to 400 negative keywords per YouTube auction video campaign in AdWords and DBM. Note that keyword exclusions are not available for reservation and Google Preferred campaigns. If there is a strong match between a negative keyword and a video, our algorithms generally won't show the ad. However, this does not mean our algorithms will exclude your ad from showing on every page that contains that negative keyword. For instance, your negative keyword list may include android, but your ad could still run on a video showing the unboxing of a Pixel phone as it may not specifically focus on the phone s operating system.

16 SECTION 2: BRAND CARE TOOLS Placement Exclusions Restrict your campaigns from running on specific videos What they are You can exclude placements websites, channels and videos on which you don t want any ads within a specific campaign or ad group to run. You can also implement placement exclusions at the account level, meaning the exclusions will apply to all YouTube and Display campaigns. Note for Reservation and Google Preferred buyers: Video exclusions are not available. Only channel exclusions are available for reservation buys. Channel exclusions are limited in number for both reservation and Google Preferred buys. Please contact your Google team for more details.

17 SECTION 3 Best Practices & Optimization

18 SECTION 3: BEST PRACTICES & OPTIMIZATION Best Practices & Optimization Goal of this section Understand brand safety defaults, and changes you can make to refine your brand care strategy Within your account, you have tools to review places your ad appeared, to verify your brand care needs are being met. You can also use advanced tools like video or channel negative targeting to further refine your brand care strategy. 18

19 SECTION 3: BEST PRACTICES & OPTIMIZATION Recommended exclusions for more sensitive advertisers For AdWords and DBM reservation buyers should consult with their Google team Digital Content Labels Remain opted out of MA and Unrated content Sensitive Subjects Exclusions Opt your campaign out of sensitive social issues and tragedy & conflict Pro tip: Advertisers opting out of serving on any of the sensitive subjects should keep a close eye on campaign delivery, as implementing these exclusions may reduce reach by as much as 10%. Topic Exclusions Exclude the following topics: Politics, Broadcast & Headline News (within News ); Religion & Belief (within People & Society); Religious Music (within Arts & Entertainment ) Placement & Keyword Exclusions Implement as desired, though our other exclusion types are more comprehensive and easier to use at scale. Content Type Exclusions Do not target live streams 19

20 YouTube Ads Brand Care Playbook March 2016 SECTION 3: BEST PRACTICES & OPTIMIZATION Recommended exclusions for more sensitive advertisers Standard Reserve and Google Preferred Digital Content Labels Remain opted out of MA and Unrated content Sensitive Subjects Exclusions Remain opted out of sensitive subjects Remain opted out of Religion & Politics topics. Topic Exclusions These include: Politics, Broadcast & Headline News (within News ); Religion & Belief (within People & Society); Religious Music (within Arts & Entertainment ); Military (within Law & Government ); Military History (within Reference ) If there are additional topics that you would like to exclude, please work with your Google team to select additional topic exclusions based on your brand sensitivities. Placement Exclusions Exclude a limited number of YouTube channels if needed Content Type Exclusions Remain opted out of embeds and live stream content Please work with your Google team to implement exclusions on Reserve or Google Preferred 20

21 SECTION 3: BEST PRACTICES & OPTIMIZATION Implementing your brand care settings in AdWords Reservation buyers should consult with their Google team You can set up brand care exclusions during campaign creation by clicking on Content Exclusions within Advanced Settings. You can also adjust your brand care settings once your campaign has launched by selecting a campaign in AdWords and navigating to any page within the Video Targeting Tab. Then, click to add new or edit your exclusions. YouTube Ads Brand Care Playbook March

22 SECTION 3: BEST PRACTICES & OPTIMIZATION Implementing your brand care settings in DBM Reservation buyers should consult with their Google team You can set up exclusions for Content Type, Sensitive Subjects and Digital Content Labels during campaign creation by clicking on Category Exclusions at the TrueView line item level Additional controls, including Categories and Keyword targeting, are available at the ad group level

23 SECTION 3: BEST PRACTICES & OPTIMIZATION Review where your ads ran For AdWords and DBM reservation buyers should consult with their Google team AdWords: 1 - Navigate to Video Targeting Tab and select date range 2 - Select Placements sub-tab and click Where ads were shown 3 - Download report as needed DBM: 1 - Click TrueView Report 2 - Choose Placement Dimension 3 - Click download

24 SECTION 3: BEST PRACTICES & OPTIMIZATION Additional Resources YouTube Policy YouTube Policy Center YouTube Reporting Center for Flagging or Disputing Content Advertising on YouTube YouTube Creator Playbook for Brands YouTube Advertising Help Center 24

25 Thank you