Disney decided to take care of the safety of its brand

In early May, Disney launched Disney Digital Network, a brand whose purpose is to protect the brand's reputation - brand safety. The media brand is created on the basis of the video network Maker, which was bought two years ago.

Maker brings together thousands of famous YouTube bloggers. This year, the resource has established partnerships with 300 more YouTube-bloggers and conducted a test on brand safety. Thus, certain partners were excluded from the platform. For example, the most popular YouTube in the world PewDiePie because of their unacceptable (in the opinion of the network) jokes.

In one of his videos PewDiePie went to a site where people for money fulfill requests and he asked to make a video in which people would happily exclaim "death to all Jews!". For Felix (the real name of the blogger), this content norm and its viewers are used to and did not see anything wrong with this, because the blogger was very surprised that someone for the money is ready to fulfill such a request. But Maker found this content inadmissible and terminated the agreement.

In fact, the media brand seeks to create a brand-safe alternative to YouTube after many advertisers have become cautious about placing on this UGC service. According to Disney Digital Network company Disney is important not quantity, but quality and they would not want their advertising to be where it absolutely does not belong. In addition, the company does not want to be associated with fascists or other things that "contradict the values ​​of Disney."

Because of similar problems, YouTube has lost the largest advertisers and now seek to regain their trust. He set the lower threshold of 10,000 views so that the channel / account could claim ad placement, and also complicated the content categorization rules and stated that he hired a "significant number" of employees to monitor inappropriate videos. But this is not enough for brands.

Now some brands choose another advertising strategy and instead of 300 sites where their advertising will hang, they choose only 20. But at the same time, they note that the audience coverage provided by platforms like Facebook and YouTube will be difficult to replace. But quality inventory and fewer partners are a vector of market development.