YouTube goes after more TV advertisers with new program

guest · May 19, 2020

YouTube goes after more TV advertisers with new program
May 19, 2020
https://www.reuters.com/article/us-...tv-advertisers-with-new-program-idUSKBN22V1Q9

Alphabet’s Inc YouTube on Tuesday launched a new program to help advertisers reach more valuable viewers who watch content on their TV screens, in an effort to retain advertising revenue at a time when brands are slashing budgets due to the coronavirus pandemic.

The program called YouTube Select will let brands buy ads that will reach people watching on their TV, whether they are streaming individual YouTube videos or watching YouTube TV, the company’s live TV service. Since viewers are likely to watch more content while sitting on the couch in front of the TV rather than on their smartphones or laptops, TV viewers are generally considered more lucrative in the ad industry.

“If you’re a big brand that’s dependant on reaching many people with your message, the ability to access that audience is key,” she said in an interview.
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YouTube is hoping to appeal to all advertisers, whether they want to reach TV audiences or want the flexibility to quickly end their ad campaigns, which is more easily done on digital and streaming services, Levy said.
Through YouTube Select, advertisers can also buy ads to appear on top YouTube channels in certain categories such as entertainment, sports or beauty and fashion.

YouTube Select will replace a program called Google Preferred, which sold ads on the top 5% of YouTube channels based on popularity and engagement.
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blog post: Make the best of YouTube yours with YouTube Select

Helping you connect with your audience is our top priority. This is especially important as digital takes precedence in how we interact, communicate and stay connected.

To make this even easier for your brand, today we’re announcing a new global content solution called YouTube Select—a reimagination and unification of solutions like Google Preferred and prime packs. It offers more flexibility to reach the audiences you can’t find elsewhere in the content and places they choose to watch—with the confidence that your buy is brand-safe.
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