Want to keep your brand safe on YouTube? Here’s how:
- Choose safe ad placements
- Set up content blocks
- Control where ads appear
- Watch campaigns daily
- Work with safety partners
- Target content by topic
- Use YouTube’s safety tools
Why it matters: 80% of people might stop buying from you if your ads show up next to iffy content. And 90% will blame you, not YouTube.
When you ‘trust the algorithm’ and let YouTube decide where to show ads, 20-50% of your budget is wasted on low quality and unsafe channels.*
Unfortunately google makes it difficult and time consuming to check and manage where your ads show up.
The good news? Filament’s Curation Platform makes it easy to run brand safe campaigns on highly relevant content.
Here’s a quick look at your options:
| Inventory Management | How it’s used | Who It’s For |
| Default (none) | Serve on any YouTube content, regardless of quality or safety | Advertisers where quality and relevance doesn’t matter |
| Standard (Safe Channels Only) | Run audience targeting only on safe, recognizable channels | Brand that want to avoid bad/low quality content, and drive better results |
| Expanded (Contextual targeting) | Align with relevant content, topics, influencers, and communities | Advertisers looking for relevance, engagement, and SOV. |
Bottom line: Brand safety on YouTube needs constant attention. Use YouTube’s tools, work with partners, and keep an eye on things. Do it right, and you’ll protect your brand while boosting your results.
1. Choose Safe Ad Placement Options
Picking the right ad placement on YouTube is key for brand safety. YouTube offers different inventory types to control where your ads show up.
Here’s what you need to know:
Expanded Inventory: Widest reach, but higher risks. Your ads can appear across all YouTube and Google video partners that meet basic standards.
Standard Inventory: Middle ground. Follows YouTube’s advertiser-friendly guidelines. Good for most brands.
Limited Inventory: Strictest option. Tight rules on language and sexual content. Best for brands that put safety first.
Why does this matter? Most consumers will stop buying from brands whose ads appear next to extreme content. And they’ll blame YOU, not YouTube.
Alex King from Adzoola says:
“For advertisers aiming to get the most out of their YouTube ad spend – especially with smaller budgets – placement targeting should be a key part of your strategy.”
Here’s how to do it right:
- Start small. Test a few placements first.
- Hand-pick your spots. Choose specific videos and channels that fit your brand.
- Skip the Display Network. Uncheck that box during setup.
- Use Content Exclusions. Opt out of sensitive categories in your campaign settings.
YouTube’s pretty good at keeping things safe (99% effective). But you can’t just sit back. As Danielle Wolinsky from Google puts it:
“Brand safety and suitability are top priorities for us. We actively enforce our publisher policies and work to ensure your ads on YouTube don’t appear next to harmful content.”
2. Set Up Content Blocks
Content blocks are your secret weapon for brand safety on YouTube. They let you control where your ads show up and what content they’re linked to.
YouTube gives you three inventory types:
- Expanded: Widest reach, but riskier. Your ads can pop up on any monetized video.
- Standard: The middle road. Follows YouTube’s advertiser-friendly rules.
- Limited: The strict option. For brands that put safety first.
Here’s a quick look at what each type blocks:
| Content | Expanded | Standard | Limited |
| Strong swearing | Allowed | Blocked | Blocked |
| Sexual stuff | Some OK | Mostly blocked | All blocked |
| Violence | Some OK | Graphic blocked | All blocked |
But wait, there’s more! You can get super specific with category exclusions. Want to keep your ads away from content about tragedies, touchy social issues, or suggestive content? You can do that.
Danielle Wolinsky from Google says:
“Brand safety and suitability are top priorities for us. We actively enforce our publisher policies and work to ensure your ads on YouTube don’t appear next to harmful content.”
Setting up these blocks is easy:
- Log into Google Ads
- Hit “Tools” and pick “Content Suitability”
- Open “Advanced Settings”
- Choose what you want to exclude
These blocks might limit your reach, but they’re key for keeping your brand safe. Strike Social points out:
“Utilizing category exclusions in YouTube ads is one of the methods for achieving complete brand suitability in your YouTube advertisements.”
Want even more control? Create placement exclusion lists. These let you block specific channels or videos. You can exclude up to 65,000 placements per account.
3. Control Where Ads Appear
Controlling your ad placements on YouTube is key for brand safety. YouTube gives you tools to manage where your ads show up.
Placement targeting lets you pick specific channels, videos, or lineups for your ads. It’s like choosing your own ad spots.
Kyle Sulerud from AdLeg says:
“YouTube Ads placement targeting allows advertisers to manage where their ads appear by selecting specific videos and channels.”
Here’s a cool trick: you can target up to 500 video placements at once with tools like Vid Hoarder. This helps you scale without losing control.
The placement exclusion list is another handy tool. It lets you block channels or videos that don’t fit your brand. You can exclude up to 65,000 placements per account.
Strike Social, who’ve been running YouTube campaigns since 2013, shares their approach:
“Strike Social applies a strict set of guardrails to every campaign to make sure they are brand safe.”
They use up to 5,000 negative keywords and over 30 content and topic exclusions. This keeps ads away from sensitive stuff like news, politics, or violence.
But don’t just set it and forget it. Keep an eye on things. YouTube’s 99% effective at keeping ads safe, but that last 1% matters. Check your placement reports often to find new exclusions and make sure your ads are in the right spots.
Why does this matter? About 90% of people think advertisers are responsible for where their ads show up. So it’s not just about avoiding bad spots – it’s about finding good ones. Think about using a list of safe YouTube channels that fit your brand and audience.
4. Watch Your Campaigns Daily
Keeping tabs on your YouTube campaigns every day is key. It’s not just about brand safety – it’s about making sure your ads are doing their job.
Why does daily checking matter? Here’s the deal:
1. You can fix problems fast
The internet moves at lightning speed. A video that’s fine today could be a PR nightmare tomorrow. Daily checks let you spot and solve issues quickly.
2. You can make your ads work better
Regular monitoring helps you find ads or placements that aren’t pulling their weight. You can tweak things to get more bang for your buck.
3. You protect your brand
About 80% of consumers might stop buying from you if your ads show up next to extreme content. Daily monitoring is your first line of defense.
So, how do you keep an eye on things? Here are some tips:
Use YouTube’s built-in tools: YouTube gives you powerful analytics. Make these your daily pit stop to check on your campaign’s health.
Focus on the right numbers: Pay attention to:
- View rate
- Click-through rate (CTR)
- Earnings per view
If your view rate is low, your targeting might be off or your ad content might need work. A high CTR means your targeting and content are on point. If it’s low, you might need to rethink your call to action.
Check where your ads are showing: Regularly review your placement reports. This helps you spot any inappropriate content or channels you should avoid.
Set up alerts: Configure alerts for sudden spikes in activity. This can help you stay ahead of potential issues or trends affecting your brand.
Use brand safety tools: Use tools that track online conversations about your company and monitor sentiment around your brand. As Sprout Social puts it:
“Your social inboxes are like a vital sign that measures your brand health.”
Remember, brand safety isn’t just about avoiding bad spots – it’s also about finding great ones. Consider making a list of YouTube channels that align with your brand and audience.
Here’s a real-world example: Adidas promoted their partnership with basketball star Candace Parker on TikTok. They used TikTok’s Inventory Filter brand safety solution and got impressive results:
- 57 million impressions
- 99.9% brand safety rate
- 99.9% brand suitability rate
BT (British Telecom) had a similar win. Graeme Adams, Head of Media at BT, said:
“In an age where people increasingly prefer to watch videos on demand, this approach delivered and continues to deliver unique incremental reach, as well as driving new business for BT.”
BT used YouTube’s inventory modes to set conditions and find brand-suitable inventory. The result? They more than doubled their reach in brand-safe environments at 20% lower cost.
Daily monitoring might seem like a chore, but it’s worth it. It keeps your brand safe, your ads effective, and your campaigns on track.
5. Work with Safety Partners
Brand safety on YouTube isn’t a solo mission. Teaming up with third-party verification tools can boost your protection and give you peace of mind.
Take Integral Ad Science (IAS), for example. They’ve expanded their Brand Safety and Suitability Measurement product to cover Performance Max and Demand Gen campaigns on YouTube. This means you get third-party assurance that your ads run next to safe, suitable content, even in newer campaign types.
Here’s what IAS brings to the table:
- Verifies YouTube in-stream, Shorts, and Google Video Partners for Performance Max
- Covers in-stream and Shorts for Demand Gen
- Helps advertisers using Performance Max see an average 27% increase in conversions or value at a similar cost
- Provides insights to drive efficiency, scale, and safety in your campaigns
DoubleVerify (DV) is another key player. They’ve expanded to include YouTube Shorts in their measurement capabilities. Given that Shorts has over 2 billion logged-in users monthly, this is a big deal.
DV offers:
- AI-powered classification mixing manual reviews and AI for accurate Shorts video classification
- Settings and metrics aligned with GARM (Global Alliance for Responsible Media) standards
- A long-standing partnership with YouTube since 2011
The Brand Safety Summit, a global event series, is also worth noting. They’ve recently added Snap as a member and Google as a premier partner, showing the industry’s evolution.
When picking a safety partner, consider:
- Coverage: Can they verify all your YouTube formats?
- Accuracy: How good are they at classifying content?
- Integration: Will their tools fit into your workflow?
- Reporting: Do they provide actionable insights?
YouTube itself is 99% effective at keeping ads safe. But that 1% can make a big difference. Safety partners give you extra eyes and better tools to protect your brand.
“IAS is committed to providing advertisers valuable third-party assurance that their campaigns are running adjacent to brand safe and suitable content.” – Lisa Utzschneider, CEO of IAS
“Today’s announcement underscores our ongoing commitment to safeguarding brand equity and reputation across all media channels.” – Mark Zagorski, CEO of DoubleVerify
6. Target Content by Topic
YouTube’s topic targeting is a game-changer for brand safety. It’s like picking the perfect spot for your billboard – you want it where your customers are looking.
Here’s the scoop: YouTube lets you choose specific topics for your ads. This means your ads show up on videos your customers actually care about. If you’re selling running shoes, you might target “Fitness & Exercise” or “Marathon Training”. Your ads pop up when people are already thinking about running.
But it’s not just about reaching the right eyeballs. It’s about keeping your brand safe. By picking your topics, you’re less likely to end up next to content that could make your customers cringe.
Why does this matter? The numbers tell the story:
- 80% of people might ditch your brand if they see your ads next to extreme or violent content.
- 90% of folks blame you if your ad shows up in the wrong place.
Yikes, right? So let’s make topic targeting work for you:
- Start big, then zoom in: Begin with broad topics, then narrow down. This gives you more control.
- Use the “no-go” list: What you don’t target is just as important as what you do. Use topic exclusions to avoid content that doesn’t fit your brand.
- Mix and match: Combine topic targeting with keywords and placements for better results.
- Keep your eyes peeled: Regularly check which topics are working best. Adjust as needed.
James Sowter from Google nails it:
“Brand suitability decisions can – and should be – made on a brand-by-brand basis.”
He’s spot on. What works for one brand might be a disaster for another. You’ve got to find your own sweet spot.
Let’s look at a real-world win. BT (British Telecom) used YouTube’s inventory modes to find brand-suitable content. The result? They doubled their reach in safe spaces and cut costs by 20%. Graeme Adams, Head of Media at BT, said:
“With the initial test, we more than doubled our reach in brand-safe environments – and at 20% lower cost, which was clearly a great outcome for us. We’ve now rolled out this approach to all BT group YouTube campaigns.”
That’s the power of smart targeting.
Here’s a quick look at your options:
| Inventory Type | What It Does | Who It’s For |
| Limited | Most restrictive, safest | Brands that can’t risk it |
| Standard | Balanced approach | Most brands |
| Expanded | Widest reach, higher risk | Brands okay with some risk |
7. Use Safety Tools
YouTube’s safety tools are your brand’s shield. These automated systems keep your ads away from iffy content.
Google’s “Video Ad Safety Promise” is a big deal. It stops your ads from showing up next to videos with swearing, nudity, or violence. You can focus on reaching people, not worrying about your brand’s image.
But don’t just sit back. Smart advertisers do more:
Crank up the limited inventory filter. If you’re watching your budget, this is key. It’s the strictest option, giving you top-notch brand protection.
Build automated negative placement lists. These help you dodge unsuitable videos. Seer, a marketing agency, made a tool to spot spammy placements on YouTube. It keeps their clients’ ads off kids’ videos – great for B2B companies.
Check your placement reports often. It helps you spot trends and cut out irrelevant stuff. As Seer says:
“YouTube can give users a nudge towards your brand, but take control to ensure brand safety.”
Think about opting out of YouTube’s video partner network. It gives you more say in where your ads pop up.
YouTube’s safety measures are solid – they’re right 99% of the time. But that 1% can matter. That’s why big brands use extra tools for peace of mind.
Take DoubleVerify. They’ve expanded their Brand Suitability Tiers to YouTube, giving advertisers more control. Mark Zagorski, DoubleVerify’s CEO, says:
“Our Brand Suitability Tiers help brands put their ads next to the right content, which boosts performance.”
These tools don’t just protect you – they can pump up your results. Adidas used TikTok’s Inventory Filter for a campaign with basketball star Candace Parker. The outcome? 57 million impressions with a 99.9% brand safety rate.
The takeaway: YouTube’s built-in safety tools are strong, but mixing them with other solutions and smart moves gives you the best protection. It’s about finding the sweet spot between reach and safety for your brand.
Conclusion
Brand safety on YouTube isn’t optional – it’s crucial for smart advertisers. Here’s why these seven best practices matter:
1. Choose safe ad placements
Control where your ads show up. Less risk of brand damage.
2. Set up content blocks
Avoid topics that clash with your brand values.
3. Control ad appearance
Pick channels and videos that click with your audience.
4. Watch campaigns daily
Stay ahead of issues and boost performance.
5. Work with safety partners
Get extra protection and useful insights.
6. Target content by topic
Make sure your ads appear next to relevant, safe content.
7. Use safety tools
Take advantage of YouTube’s features to protect your brand.
These practices aren’t just defensive – they’re smart offense too. Take BT (British Telecom). They used YouTube’s inventory modes to find brand-suitable content. The result? They doubled their reach in safe environments and cut costs by 20%.
Here’s what Graeme Adams, Head of Media at BT, said:
“With the initial test, we more than doubled our reach in brand-safe environments – and at 20% lower cost, which was clearly a great outcome for us. We’ve now rolled out this approach to all BT group YouTube campaigns.”
That’s smart brand safety in action.
Here’s why it matters: 80% of consumers might stop buying from a brand if they see its ads next to extreme or violent content. And 90% blame the advertiser, not the platform, for ad misplacements. The risks are high, but so are the potential rewards.
YouTube’s safety measures are good – they’re 99% effective at keeping ads safe. But that 1% can make a big difference. That’s why you need to take an active role in protecting your brand.
Brand safety on YouTube will keep evolving. New tools from companies like Integral Ad Science (IAS) and DoubleVerify are expanding to cover newer campaign types and formats like YouTube Shorts. This shows that brand safety and efficiency can work together.
The bottom line? Brand safety on YouTube needs ongoing attention. It takes vigilance, flexibility, and a mix of YouTube’s tools and third-party solutions. By following these best practices, you’re not just protecting your brand – you’re setting it up to win in video advertising.
FAQs
How to ensure brand safety?
Brand safety on YouTube isn’t just about dodging bad content. It’s about finding the perfect spots for your ads. Here are six key practices to keep your brand safe and your campaigns effective:
1. Set clear guidelines
Define what content aligns with your brand values. This helps you make consistent decisions about where your ads show up.
2. Use blocklists
YouTube’s tools let you create a list of channels or videos to avoid. It’s like having a bouncer for your ads.
3. Stay relevant
Target content that’s related to your brand. If you’re selling sports gear, focus on fitness and athletic channels. It’s like putting your running shoes ad in a marathon, not a baking show.
4. Follow the pros
Stick to guidelines set by organizations like the Global Alliance for Responsible Media (GARM). It’s like having a roadmap for your campaigns.
5. Choose trustworthy partners
Work with providers who prioritize brand safety. Filament, for example, offers advanced contextual targeting for YouTube, blending AI smarts with human checks.
6. Keep your eyes peeled
Monitor your campaigns in real-time. YouTube’s safety measures are 99% effective, but that 1% can make a big difference. It’s like being a lifeguard – always watching, just in case.
Here’s the kicker: brand safety and performance can actually work together. As Graeme Adams, Head of Media at BT, puts it:
“Brand safety and efficiency need no longer be a trade-off.”
So, you can have your cake and eat it too. Just make sure it’s in a brand-safe bakery.
