YouTube ad plan adjusts, net red revenue suffers

Texts . . . Yulia

Tim Wood, a YouTube live blogger, sits in a haunted house in Hinsdale, N.Y., with a hearse board in "Ghost catcher" while sing-along on YouTube.

"You shouldn't do ghost hunting alone, let alone in a place where you've already done exorcisms," he says, facing an empty room (actually facing a live camera)." "

Last month, his video had plenty of comments, some praising him: "You're a brave ghost hunter" and others worried about his safety: "Tim, don't call the ghost you can't destroy."

Tim, 39, has gained a small following since his work was posted on YouTube in March 2013, streaming ghost hunting and paranormal activities. His channel, LiveScifi, which has about 470,000 subscribers and automatically airs ads on its channels, has turned live streaming into a full-time job.

Recently, some big brands found that their ads appeared in videos promoting hate speech and terrorism, so a large number of advertisers left YouTube, and Tim's revenue plummeted.

Tim says his channel earned at least $6,000 a month last year, which helped him pay for a series of expenses for filming the video, including travel to the location, filming gear, and daily expenses. In January, he earned about $3,900.

In February and March, he found that his income had fallen below $3,000. Last month, he earned only about $1,600 and had to use crowdfunding to cover the cost of the shoot.

"We've never been told that our content doesn't match the advertiser's brand image or tone, and we've never had this problem," says Tim. My videos don't use profanity or offensive content. He suspects it may be an algorithm that scans words like "Satan" or "murder" that has led to ads being restricted from running in the video, but he's not sure because he hasn't discussed much with the YouTube product manager.

Stories like Tim's have intensified over the past few weeks. There are different types of YouTube commencing people, comedians, L.G.B.T.Q. advocates, political commentators, and so on, whose ratings are low but loyal to the audience.

In February and March, a large number of advertisers made money from the platform, reminding YouTube of tightening the default settings for display ads and providing brands with manual and automated ways to avoid content that doesn't meet their guidelines.

In a quarterly earnings call at the end of April, executives at Alphabet, Google's parent company, praised YouTube's revenue growth in video advertising and said they were confident in the advertiser's partnership. Last week, the company announced that it had launched new videos on YouTube with ads, including projects with Ellen DeGeneres and Kevin Hart.


While companies such as Johnson and Johnson and Coca-Cola have resumed advertising on YouTube, major brands such as AT?T and pharmaceutical company GSK have yet to return. Laura Bryant, a spokeswoman for Enterprise Car Rental.

Meanwhile, several YouTube video bloggers say there are fewer ads in their videos, but aren't sure if the changes are due to reduced funding in the system. New payment methods from advertisers, or new algorithms for YouTube, have tagged their video content.

In late March, YouTube issued a warning to video podcasts about potential revenue "fluctuations" caused by changes to its advertising system. Video podcasts are losing advertising resources, even though YouTube alerts users in these cases and allows appeals.

"The percentage of income declines is huge and hurts a lot of people," said Krishna Subramanian, co-founder of Captiv8, a company that connects brands and social media.


Captiv8 recently surveyed 100 YouTube video podcasts and found that these channels focused on comedy and games saw the biggest drop in revenue last month compared to February. Food, fashion, family and parenting podcast stakes have increased.

Some podcasts sighed in front of the video, "This video has a million messages, but I've only earned $700." I could get $2,500 before. "


The real lying thing is the right balance between advertisers and video podcasts, says Philipp Snindler, Google's chief business officer.That's the real reason we're fine-tuning the system.

YouTube has dealt with the controversy after the video suddenly lost advertising revenue because of a change in algorithms, but the situation remains bleak. Writer Hank Green and his brother, also author John Green, who founded the popular Vlog Brothers channel, said it was "the first big shock in a decade to realize content on YouTube." "

'It's hard to assess how many people are affected,' he said. 'It's a huge and complex place where thousands of people make a lot of money.' But this disruptive change is hard for vertical video creators.

"If we lose 30% of our revenue on YouTube, we may give up the bottom line and accept certain brand agreements." Previously, we would reject these agreements in order to retain users. If someone can earn an extra $1,000 a month to subsidize their daily expenses, they won't have to accept these brand agreements. "

Alayna Fender, who lives in Vancouver, says the ads she has implanted in her video, which brings her C$700 ($513) a month, have dropped to C$130 a month in the past few months. Ms. Fender, who has about 177,000 subscribers, turned her video production hobby into a full-time job a year and a half ago, attracting a large audience through frank discussions about mental health and sexuality.

She wants to explain why her series "I Do not Bi It" is in the context of stable advertising revenue in the videos "Top 15 Canadian Stereotypes" and "Bleaching MyHair Blonde" And videos depicting lesbians will have a decline in revenue. Although YouTube's guidelines make it clear that "sexually suggestive content" and "sexual humor" are not content that matches the advertiser's brand image. "Other related video content is still being advertised, but advertising revenue is very small," she said.


"If they're not going to tell us to insert an ad into our video, don't notify us, and don't offer any appeal, at least tell us what the ad is." What rules do these videos break? What do we need to avoid? How do we keep our content in line with advertisers' tone? The main question is how much secrecy and video podcasts can remain silent. "


In a statement, YouTube said it had had many positive conversations with advertisers, many of which had been noted.


"While many creators see improvements in revenue problems, some are still affecting them. We will continue to work closely with advertisers and creators to improve the overall picture. "


To get revenue, some creators have turned to Patreon, a crowdfunding site where people can pay for videos directly or monthly. YouTube, on the other hand, offers fans a way to directly support video creators, called Super Chat, and lets fans highlight their messages through payments in the live stream. Tim says revenue from the feature is roughly the same as the channel's advertising revenue in April.


But he said he was frustrated by a call with a YouTube representative last week. "Your channel is doing very well, especially last month, when everything was on the rise - the numbers were on the rise, watching almost twice as much as in March, but our advertising revenue was almost a quarter of what it was in March. "


Green helped launch a non-profit organization, the Internet Creators Association, last year to protect and direct industry insiders. He said it helped YouTube reveal which channels and categories of videos were most affected, and whether there were platforms or advertisers behind the event.


"The great thing about YouTube is that you can make more money with a relatively small perspective, and that can help you keep doing strange and creative things. "


As advertisers return to YouTube, he worries that creators may limit themselves to established channels.


"YouTube's solemn commitment is to harness the potential of video creation to turn it into an important job, after all, there are more independent professional video creators in the United States than coal miners. If we still remake tv shows, spend all our energy making money, and just distribute content to a small number of people, it's like destroying the job as a whole. "