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Brand Safety POLICING VIDEO CONTENT ON YOUTUBE, FACEBOOK AND TWITTER Platforms’ New Efforts to Block Offensive Clips Explained JUNE 2018 Paul Verna Contributors: Annalise Clayton, Sean Creamer POLICING VIDEO CONTENT ON YOUTUBE, FACEBOOK AND TWITTER: PLATFORMS’ NEW EFFORTS TO BLOCK OFFENSIVE CLIPS EXPLAINED YouTube, Facebook and Twitter have faced a deluge of marketer objections over offensive videos and other problematic content on their platforms. In the past year alone, these services have found themselves at the center of controversies over everything from live streamed suicides to videos that promote terrorism to racist tweets from celebrities and others. These incidents—combined with a backlash over a WHAT’S IN THIS REPORT? This report explores how range of related issues including promoting fake news, YouTube, Facebook and Twitter are policing user-uploaded providing a forum for abusive trolls, influencing the 2016 video to block content that violates their guidelines. US presidential election and misusing customer data— These platforms have recently stepped up their efforts have put the platforms on the defensive. to promote brand safety in the wake of scandals relating to offensive content and data privacy, which in turn led to ■ Over the past few months, each platform has taken ad pullbacks. steps to beef up security and promote brand safety, particularly around video. These efforts have involved a combination of human monitors and machine learning analytics—with an emphasis on the latter, given the scope of the issue. ■ The companies have also taken steps to provide more CONTENTS transparency to advertisers, regulators, users and anyone else wanting to know how the platforms deal 2 Policing Video Content on YouTube, Facebook and Twitter: with troublesome content. Platforms’ New Efforts to Block Offensive Clips Explained 4 Brand Safety Under Threat ■ There are indications that these companies are making 4 YouTube progress in beating back the tide of offensive content through improved algorithms and a sharp focus on the 9 Facebook issue, but most experts say no platform will ever be 12 Twitter 100% safe as long as it traffics in user-generated media. 14 Brand Safety: A Shared Responsibility ■ Despite ad boycotts, public outcries, regulatory scrutiny 14 Key Takeaways for Marketers and punishing media coverage, the brand safety issues 15 eMarketer Interviews that have plagued these platforms have not had an 16 Read Next apparent effect on their bottom lines or share prices so far. Marketers continue to see value in advertising on 16 Sources these platforms. 16 Editorial and Production Contributors POLICING VIDEO CONTENT ON YOUTUBE, FACEBOOK AND TWITTER ©2018 EMARKETER INC. ALL RIGHTS RESERVED 2 YOUTUBE’S VAST VIDEO LANDSCAPE Amount of 2,400 video uploaded KEY STAT every minute of real time* The amount of video MINUTES that passes through 2018 1996 1974 1952 1930 1908 1886 1864 1842 1820 1798 1776 1754 1732YouTube on any given 2017 1995 1973 1951 1929 1907 1885 1863 1841 1819 1797 1775 1753 1731 2016 1994 1972 1950 1928 1906 1884 1862 1840 1818 1796 1774 1752 1730 2015 1993 1971 1949 1927 1905 1883 1861 1839 1817 1795 1773 1751 1729 2014 1992 1970 1948 1926 1904 1882 1860 1838 1816 1794 1772 1750 1728 2013 1991 1969 1947 1925 1903 1881 1859 1837 1815 1793 1771 1749 1727day is staggering. 2012 1990 1968 1946 1924 1902 1880 1858 1836 1814 1792 1770 1748 1726 Combined running 2011 1989 1967 1945 1923 1901 1879 1857 1835 1813 1791 1769 1747 1725 2010 1988 1966 1944 1922 1900 1878 1856 1834 1812 1790 1768 1746 1724 2009 1987 1965 1943 1921 1899 1877 1855 1833 1811 1789 1767 1745 1723If a day’s clips were 2008 1986 1964 1942 1920 1898 1876 1854 1832 1810 1788 1766 1744 1722 time of videos 2007 198511963 41941 191941897,1875118535183151809 1787 1765 1743 1721 2006 1984 1962 1940 1918 1896 1874 1852 1830 1808 1786 1764 1742 1720 2005 1983 1961 1939 1917 1895 1873 1851 1829 1807 1785 1763 1741 1719 2004 1982 1960 1938 1916 1894 1872 1850 1828 1806 1784 1762 1740 1718watched back to watched every day** 2003 1981 1959 1937 1915 1893 1871 1849 1827 1805 1783 1761 1739 1717 2002 1980 1958 1936 YEARS1914 1892 1870 1848 1826 1804 1782 1760 1738 2001 1979 1957 1935 1913 1891 1869 1847 1825 1803 1781 1759 1737 2000 1978 1956 1934 1912 1890 1868 1846 1824 1802 1780 1758 1736 1999 1977 1955 1933 1911 1889 1867 1845 1823 1801 1779 1757 1735 back, it would take 1998 1976 1954 1932 1910 1888 1866 1844 1822 1800 1778 1756 1734 1997 1975 1953 1931 1909 1887 1865 1843 1821 1799 1777 1755 1733 150 millennia (not Total watch time of millennials!) to go 70 million videos created in through them. HOURS YouTube Spaces** Views of Despacito 5.24 on YouTube** BILLION Sources: * The Wall Street Journal, “YouTube Tops 1 Billion Hours of Video a Day, on Pace to Eclipse TV,” Feb 27, 2017; ** YouTube; “Despacito” view count as of June 19, 2018; eMarketer calculations BRAND SAFETY UNDER THREAT The core issues that these platforms have faced are different, but they share something in common: They threaten the image the companies have tried to cultivate In early 2017, YouTube found itself grappling with a as spaces in which average citizens can speak their flurry of issues that threatened its image as a brand- minds, and marketers can reach vast numbers of people. safe haven for video and display advertising. In February, PewDiePie—at the time the YouTuber with There’s another common thread throughout these brand the most subscribers—posted anti-Semitic videos safety issues. Despite actual and threatened boycotts, on his channel. A month later, YouTube inadvertently public outcries, testimony before the US Congress and UK Parliament, and a general feeling of unease with how ran ads from major companies next to videos these platforms have managed—or even accepted—their supporting terrorism. roles in the digital media ecosystem, their businesses have flourished while they faced serious existential YouTube responded quickly to these crises by severing threats. There’s no guarantee that business success will ties with PewDiePie, removing the offensive videos and continue, but if the past 15 months are any indication, apologizing to marketers. However, these measures YouTube, Facebook and Twitter have proven, if nothing did not stop major brands, including GlaxoSmithKline, else, that they are resilient platforms that deliver value to Johnson & Johnson, Enterprise, AT&T and Verizon, from users and advertisers alike. pulling their ads from the platform, at least temporarily. The backlash gathered steam throughout the first quarter of last year, and soon hundreds of companies were pulling back from YouTube. In late March 2017, an analyst YOUTUBE at Nomura Instinet estimated that the boycott would cost Google up to $750 million. Addressing a capacity crowd at YouTube’s annual Brandcast event on May 3, 2018, CEO Susan Wojcicki Over the course of the year, YouTube continued to take acknowledged the company’s struggles with brand steps to prevent brand safety lapses, and the issue died down. By October, a Credit Suisse report noted that most safety over the past year. advertisers had returned to YouTube, and that the issues had not caused Google to lose any business. “With openness also come challenges, as some have tried to take advantage of our services,” she said. “There Other brand safety issues followed, however, and again isn’t a playbook for how open platforms operate at our they were met by boycotts or threats from advertisers. At scale. But the way I think about it is, it’s critical that we its May 2018 Digital Content NewFronts presentation to are on the right side of history.” advertisers, YouTube again found itself on the defensive, as it had a year earlier. In Q2 2018, the company released It was the second year in a row Wojcicki was compelled its first-ever Community Guidelines Enforcement report, to bring up a topic she’d likely rather avoid. In May 2017, designed to provide transparency into its video policing after some brands had started boycotting YouTube over efforts and reassure advertisers that it is working hard to the inadvertent placement of their ads next to offensive avert further failures. videos, Wojcicki apologized to Brandcast attendees. During the same time span, Facebook and Twitter also “The last couple weeks have been challenging for some grappled with their share of issues around data security of you,” she said at the event, which is designed to and brand safety. Starting in late 2016, both companies showcase content for advertisers. “I want you to know were heavily scrutinized for their purported roles in that we have taken your feedback to heart. We work hard spreading fake news and potentially influencing the US every day to earn our advertisers’ and agencies’ trust. We presidential election. Then, in early 2018, Facebook was apologize for letting some of you down. We can, and we rocked by the Cambridge Analytica scandal, in which the will, do better.” UK-based data firm with ties to the Trump campaign was The resurgence of the brand safety issue belies the steps found to have misused data from as many as 87 million YouTube has taken to shield its platform against content Facebook users in the context of the 2016 election. that violates its terms of service. Over the past year, the company has hired as many as 10,000 staffers to monitor content, and invested in artificial intelligence (AI) POLICING VIDEO CONTENT ON YOUTUBE, FACEBOOK AND TWITTER ©2018 EMARKETER INC. ALL RIGHTS RESERVED 4 technology to identify and block potentially problematic Share of YouTube Videos Worldwide that Are Flagged videos.
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