YouTube is ready to launch a new program that will help specific brands find a better outreach with their ads – say hello to Google Preferred.
With this new program, brands will be able to target pre-roll advertising across the top five percent of the most popular content on the site, in particular areas, including entertainment and food.
Susan Wojcicki, YouTube’s CEO, unveiled the program during the company’s Brandcast earlier this week, part of the Digital Content NewFronts show in New York City.
“We’re in the middle of a big revolution with video,” claimed Wojcicki.
Google COO Margo Georgiadis added, “Today’s 18-to-34 year olds, they just live differently. They’ve grown up in an always on, connected world . . . YouTube is the number one place (they) go to learn about a product or passion that interests them. They’re four times more interested in watching ads on YouTube than anywhere else.”
The program will entail a minimum viewership size guarantee, which will be determined by the client. Google vice president Robert Kyncl stated that it will be an “incredibly scarce offering,” but one worth it to certain brands.
Some companies have already beta-tested the program with great success, including Johnson & Johnson and Heineken.