Smaller Ad Networks Offer Big Outcomes

RYAN F. LAURIN, ryan.laurin@photonics.com

Some big companies and organizations are boycotting YouTube and other Google-owned assets because ads have been featured alongside terrorism-related videos, as well as hate speech and other offensive materials. It’s been in the news nonstop recently, and since we’re publishers, we can’t help but get involved and discuss the topic with our clients.

The B2C marketing communities have a big problem on their hands now when it comes to advertising with YouTube and other major web channels. With increasing ad revenue and strategies devoted to Google AdWords and YouTube, advertisers now have to re-examine how to handle their brands and what avenues can best reach potential buyers.

There’s no arguing that Google has the largest pool of potential buyers in the world, but with that size comes difficulty in monitoring content, which hinders the ability to choose the right niche for marketers. Millions of videos on YouTube are watched every day — from cats playing the piano to potentially derogatory messaging; that’s a lot of eyes. Given the size, it’s going to take a while to get an expansive, trusted system in place that can scrutinize material to an advertiser’s standards.

Fortunately, Photonics Media has never had that problem. With an audience a fraction of the size of the Google-verse, we have the ability to qualify every single one of our members who read Photonics Spectra and our other print and online publications. We also have relevant, industry focused editorial coverage in our magazines and on our website, year after year.

The B2B world hasn’t quite felt the effects of this advertising backlash when it comes to advertising with questionable content. Photonics Media has been part of the solution, not the problem. We have a quality audience made up of your buyers, and we ensure vetted material. It’s the perfect formula for broadcasting your message.