YouTube Select: YouTube’s New Premium Advertising Program
YouTube just recently launched their new premium advertising program, 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.” Vishal Sharma, YouTube’s Vice President of Product Management wrote. The purpose of YouTube Select is to make this easier for brands. Offering more flexibility to reach hard to find audiences, with the confidence advertisers’ buys are brand-safe.
Emerging Lineups: YouTube Select packages content in what it calls “lineups.” These are tailored by market for topics such as beauty & fashion, entertainment, technology, sports and more. They’re now introducing a new offering, called “Emerging Lineups.” These provide an easier way to extend the reach of campaigns among upcoming or niche channels.
Sponsorships and Programs: There are also custom sponsorships and programs available to help brands target audiences across top YouTube apps and vertices, such as YouTube Kid, Sports, Music, and Originals.
TV Audience Targeting: According to YouTube, over 100 million people in the U.S. watch YouTube and Youtube TV every month. They also have a higher household reach and share of watch time than the next 3 ad-supported streaming services combined, according to Comscore. To take advantage of this surge, a dedicated streaming TV lineup is being introduced as another offering for advertisers. Streaming TV combines the best of YouTube TV and lineups content, both on TV screens. That means being able to easily reach your audience with a single, scalable offering on the big screen across the best content. This includes popular creators, YouTube Originals, live sports, feature length movies, timely news and more.
They’ve also recently announced Brand Lift measurements on TV screens, which will soon be available globally for the app and YouTube TV. Ultimately to give advertisers better help measuring their brand results.
Better Buying Options: In addition to more capabilities on the TV screen, there will also be more choices on how advertisers purchase their ads. It will vary by region, but many countries are making certain YouTube lineups available via Google Ads, Display & Video 360 and reservation.
Why this is Important to Marketers
Connected TV viewing continues to increase considerably, especially in the midst of the pandemic. Over the last year or so YouTube has started focusing more on marketing objectives, rather than media. Ultimately to become a stronger and more strategic marketing partner for brands. YouTube Select is making it easier to ensure brand-safety when ad buying. Granting marketers access to advanced suitability controls, as well as the option to only serve ads on videos that have been machine classified and human-verified across all lineups. Overall, it offers an easier way for you to authentically connect with your audience at scale.
According to YouTube, brands are already seeing results. “In 2019, global lineups delivered an average awareness lift of 13 percent and an average purchase intent lift of 9 percent. And in an MMM meta-analysis we commissioned with Nielsen in the U.S., YouTube Select lineups had greater ROI than TV in 73 percent of MMMs that measured YouTube Select lineups, Other Digital, and TV in 2016-2018.”
Whether you’re new to the YouTube advertising space, or have been here for a while, YouTube Select is definitely something you should consider.
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