YouTube’s premium advertising program has been officially reluanched, going by YouTube Select. This announcement was made before YouTube’s Brandcast upfront presentation to advertisers next month.
The program formally known as Google Preferred and connected TV viewing as been rolled up into a global offering. With Google Preferred, advertisers could select markets that would let them target the top 5% of the video content in certain categories, and was focused on the US. Google Preferred was even available in the UK, Canada and Australia.
YouTube Select packages content into what they call lineups and is tailored by market for different topics.
There is also something called emerging lineups, which is meant to offer “expanded reach.” This features content that is up and coming or in niche channels. This offering will be available in the US to start with and will include brand suitability controls.
Also available are custom sponsorships and programs that will assist brands in targeting audiences across top YouTube apps and verticals.
According to YouTube, over 100 million people are watching YouTube and its over-the-top (OTT) service YouTube TV monthly in the US. In order to take advantage of this, US advertisers will be able to target a dedicated streaming TV lineup, which will include YouTube Originals, live sports, moves, news and content from popular creators.
Brand Life Measurement on TV screens had been announced previously and will eventually be available globally for the YouTube app and YouTube TV.
Ad buying options will be different based on region. Advertising will be able to buy into some YouTube Select lineups via Google Ads, Display & Video 360 and reservations in several different countries.