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YouTube does not take brand-trust for granted: Rajan Anandan,Google India MD

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YouTube does not take brand-trust for granted: Rajan Anandan,Google India MD

Trust, or rather lack of it, in social media platforms such as YouTube and Facebook continues to be a major concern for brands that use these platforms to drive business results. Over the last year YouTube has revised its guidelines for creators twice. In April 2017, YouTube said that creators need 10,000 lifetime views to monetise their channel; later in January 2018, the threshold dropped further to 4,000 hours of watch time in the last 12 months and 1,000 subscribers to be eligible to run ads.

YouTube, one of the foremost platforms that attracts advertisers, has just completed its 10 year anniversary in India. Google celebrated this milestone at its flagship event, YouTube Brandcast, held in Mumbai on March 23. On this occasion, Rajan Anandan, ‎Managing Director - ‎Google India, assured brands that YouTube does not take for granted the trust that brands have on the platform.

“We have taken a number of steps over the last year to ensure that the videos on our platform are appropriate for our users and brands,” said Anandan.  YouTube, he said has employed “new machine learning systems and new controls for advertisers.” “We have made significant progress, but we know we have to do more. We will continue to monitor and adjust as new challenges arise,” he added.

“We are now capturing five times more videos that many brands may consider inappropriate. In the last 12 months alone Google blocked 320,000 publishers from the display network along with 90,000 websites and 700,000 mobile apps for violating our content policies,” Anandan noted.

Reiterating that YouTube is the perfect partner to brands that are looking to drive business results and not just superficial metrics like ‘Shares’ and ‘Likes’, Anandan listed some of the success stories that YouTube has powered. “Youtube has 95 per cent viewability,” he said.

He also highlighted the various solutions that YouTube offers to brands such as Director Mix, TrueView, and video ad sequencing. “There is a huge variety of premium content available in India today. This emergence of a creative community differentiates YouTube from all other platforms in India. These creators have given brands (regardless of industry) to tell their story in different ways and to engage consumers in different ways. For brands, YouTube is now an end-to-end platform offering massive reach and engagement to drive business results. Brands now have the opportunity to drive business results for direct response customers too - Youtube for performance,” he said.

According to Anandan, when YouTube first launched in India in 2008, it had less than 50 million users in the country; now it has 225 million monthly active users.

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