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Shell pleased with the YouTube/Facebook duopoly

Not every advertiser sees YouTube’s brand-safety woes and Facebook’s metric mishaps as chances to openly berate the duopoly. Oil giant Shell is doing the opposite, taking a pragmatic — and sometimes sympathetic — view of both companies’ quandaries. Between developing a clear strategy for YouTube and running more ads on Facebook, Shell has pinned its colors to the duopoly flag for the foreseeable future. Americo Campos Silva, head of digital and social media for Shell, justified the moves, insisting that Google isn’t entirely to blame for ads appearing next to terrorist videos and criticizing the videos’ creators for avoiding detection using specific tags. Campos Silva also downplayed reports that Facebook falsified the size of its audience… FULL ARTICLE

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