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Brand of the Week: Verizon

March 25 2017 by Jordan Kramer
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It’s been a tough month for Google and YouTube as more and more brands are pulling ads from the world’s top video site amid controversy over creatives being placed next to extremist content. Johnson & Johnson, The Guardian, AT&T, and Verizon - to name a few - have all publicly stated that they will no longer be buying ads on YouTube. How serious is this for the publisher? 
For Johnson & Johnson, the brand has spent only $565K over the last twelve months on YouTube according to Pathmatics data, which won’t hurt the site’s $3B+ yearly revenue. Verizon, on the other hand, spent nearly $80M on YouTube across desktop, mobile, and video device-types over the last year. That level of spend makes Verizon the third top customer for YouTube - a customer that YouTube surely does not want to lose.

Just yesterday, AdWeek reported that Verizon was going to "no longer buy video or text ads on YouTube until Google meets unspecified requirements regarding brand safety." And they’re not just stopping at video as they have pulled back spend across all device-types. On desktop alone, YouTube ate up 12% of Verizon's spend in the last twelve months - a total of $9M+. Flash forward to this year, and Verizon has only spent $24K on YouTube desktop advertising in the last month, compared to $418K spent in the same timeframe last year. 
Adding to the awkward feelings, Google and Verizon are collaborating on campaigns for the new Google Pixel phone that is only available at Verizon. The brand’s top creative so far in 2017 is an ad for the Pixel phone that ran as a YouTube homepage takeover on February 9th. Currently, the only display creative that Verizon is running on YouTube is a 300x250 ad for the Pixel (shown below). The HTML5 creative had an original flight date of December 23rd, 2017 and is still being placed on YouTube via Google AdX + AdSense.
Source: Pathmatics US Data. 

Click below to see Verizon's entire display strategy over the last thirty days including spend and impression insights. Understand how they are switching around their budget to other sites, and see which partners they are using to buy impressions, or if they are going direct.

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Image Source: Unsplash 

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About Author
Jordan Kramer

An out-of-the-box thinker with a love for disruptive ideas, Jordan's background spans PR and events for the wedding & hospitality industry in Los Angeles and Scottsdale and also launching one of America's most unique food trucks. She jumped from the food start-up scene to the tech start-up scene in 2013 to join one of the most unique companies in ad tech. Jordan is a graduate of the University of California, Santa Barbara with a Bachelor of Arts in Communication.

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