THE STATE OF SAFETY & SUITABILITY ON YOUTUBE

Developed in collaboration with GARM, this report breaks down the relationship between brand safety, brand suitability, and ad performance on YouTube. With this report, you’ll understand the important steps that YouTube has taken to ensure 99% brand safety on its platform, and GARM’s recently released brand suitability framework. The report also highlights what advertisers need to know for a more nuanced approach to brand safety and suitability, and how these considerations relate to performance and scale.

22K

YouTube Campaigns Analyzed

37%

of media agencies believe that without brand suitability measures, ads may serve in unsafe contexts

31%

of ad-eligible, brand safe videos may still not be suitable for the average advertiser

YouTube advertisers want campaigns that are not only safe and suitable, but that also perform. But often the measures they’re taking for safety and suitability are so restrictive that they can block good content along with bad, negatively affecting both scale and ad performance.

What Every Agency Should Know About Brand Suitability, Safety, & Performance on YouTube | 2021