Advertising Impact In a Competitive Environment

YouTube’s Crisis, Facebook’s Dilemma: Is Live Video Safe for Brands?

YouTube’s Crisis, Facebook’s Dilemma: Is Live Video Safe for Brands?

Google CEO Sundar Pichai confirmed this week that YouTube, the company owned by the Internet giant, is in serious hot water with advertisers. He admitted his team had called “thousands and thousands” of brands to try to convince them not to pull their ads from the video platform. Major clients like McDonald’s and Audi moved to suspend their YouTube campaigns after it was revealed their ads were being placed against offensive content.

This came hot on the heels of a mass murderer in Cleveland, who used Facebook’s video platform to broadcast the execution of an elderly man—and then streamed his confession and flight from police on Facebook Live.

Yet Twitter announced this week that they will soon broadcast live video on a 24/7 basis. So what gives?

 To the extent that every brand needs a live video strategy, should the approach be “Avoid at all costs”? Or should it be “Get with the times and embrace live, but do what you can to mitigate risk”?

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