YouTube to offer third-party brand safety tools following boycott
Posted: Sat Sep 27, 2025 9:58 am
are worth their money. AdAge reports the company says it sorts through hundreds of millions of videos, and millions of channels, to come up with a select group of 850,000 channels that advertisers should even consider.
After promises from YouTube, as well as action from agencies guaranteeing brand safety for their clients, it’s still too early to tell just how long it will take brands to go back to advertising on Youtube.
The boycott of YouTube advertising by large
worldwide brands such as trinidad and tobago telemarketing database Pepsi, Starbucks, Audi, Vodafone, and Australian brands like Telstra and Tourism Australia came largely as the result of brands’ ads appearing next to unsavoury, violent, and offensive content.
Agencies and media corporations such as News Corp have been quick to react, offering safer alternatives to brands who use their services and advertise on their platforms.
Background
MK0217 200The Powerpuff Girls is one of Cartoon Network’s most popular and enduring brands. The latest series premiered in April 2016, 18 years after its initial global debut. The campaign for the new series launch aimed to reach a new generation of young fans as well as reengage an audience of parents that watched the series when they were children.
The strategy incorporated elements that reached beyond the traditional TV space including apps, websites, YouTube influencers and various distribution platforms, to reach new potential fans. The Australian campaign followed one that was launched in the US and incorporated Periscope and iTunes, and included a fashion partnership with Jeremy Scott and Moschino.
With more than US$2.5 billion in retail sales generated since its debut in 1998, The Powerpuff Girls is one of the top grossing Cartoon Network brands of all time.
Campaign
The campaign aimed to publicise the return of The Powerpuff Girls to the Australian market and to encourage people to tune in to Cartoon Network to view the series. It took a digital-first approach with the intention of targeting the show’s core audience (children five to 12-years-old) and Millennials.
The campaign’s success was measured on achieving engagement beyond standard TV ratings.
Strategy
The Powerpuff Girls campaign was launched at the beginning of April 2016 and ran throughout the month. The campaign strategy was adapted to suit changing media consumption habits in Australia, with a shift towards the digital space. Turner’s annual ‘New Generations’ study into children’s media viewing habits guided the rollout strategy, which took a digital-first approach to increase campaign reach with social and influencer components.
After promises from YouTube, as well as action from agencies guaranteeing brand safety for their clients, it’s still too early to tell just how long it will take brands to go back to advertising on Youtube.
The boycott of YouTube advertising by large
worldwide brands such as trinidad and tobago telemarketing database Pepsi, Starbucks, Audi, Vodafone, and Australian brands like Telstra and Tourism Australia came largely as the result of brands’ ads appearing next to unsavoury, violent, and offensive content.
Agencies and media corporations such as News Corp have been quick to react, offering safer alternatives to brands who use their services and advertise on their platforms.
Background
MK0217 200The Powerpuff Girls is one of Cartoon Network’s most popular and enduring brands. The latest series premiered in April 2016, 18 years after its initial global debut. The campaign for the new series launch aimed to reach a new generation of young fans as well as reengage an audience of parents that watched the series when they were children.
The strategy incorporated elements that reached beyond the traditional TV space including apps, websites, YouTube influencers and various distribution platforms, to reach new potential fans. The Australian campaign followed one that was launched in the US and incorporated Periscope and iTunes, and included a fashion partnership with Jeremy Scott and Moschino.
With more than US$2.5 billion in retail sales generated since its debut in 1998, The Powerpuff Girls is one of the top grossing Cartoon Network brands of all time.
Campaign
The campaign aimed to publicise the return of The Powerpuff Girls to the Australian market and to encourage people to tune in to Cartoon Network to view the series. It took a digital-first approach with the intention of targeting the show’s core audience (children five to 12-years-old) and Millennials.
The campaign’s success was measured on achieving engagement beyond standard TV ratings.
Strategy
The Powerpuff Girls campaign was launched at the beginning of April 2016 and ran throughout the month. The campaign strategy was adapted to suit changing media consumption habits in Australia, with a shift towards the digital space. Turner’s annual ‘New Generations’ study into children’s media viewing habits guided the rollout strategy, which took a digital-first approach to increase campaign reach with social and influencer components.