YouTube has launched a new Google Preferred Breakout Videos ad product that enables brands to place their content alongside the site’s “fastest rising, hottest videos.” The move aims to make it easier for advertisers to target viewers via the latest viral clips rather than the bigger, more popular channels.
YouTube’s thinking behind this is that many viral videos pop up from nowhere and can become incredibly popular within days or even hours. The new ad product is an extension of the Google Preferred product, which launched back in 2014 and lets marketers promote content among YouTube’s leading channels, such as those from Bethany Moto and PewDiePie.
Video consumption on the clip-sharing site is still growing, with the company revealing that 18- to 49-year-olds are now watching more content on YouTube than on any TV network in the US. YouTube also claims that it reaches more adults within that age segment during prime time hours than all of the top ten US TV shows combined. These trends made Magna Global shift $250 million (nearly £175 million) of its ad spend from traditional channels to the site.
Google Preferred taps into these huge viewing figures by allowing brands to deliver “massive reach and strong results” through their video ad campaigns on the platform. The program drove a 400 per cent rise in ad spending last year, and the new Breakout product is set to play a pivotal role in monetising viral content moving forward.
“Already this year, among the Google Preferred campaigns we measured, 75 per cent drove lifts in consideration and 61 per cent drove lifts in favourability,” YouTube said in an official blog post. “Google Preferred is driving results later in the consumer journey, too: it raised purchase intent in two-thirds of campaigns. Results like these have encouraged nearly twice the number of brands in the US to take advantage of Google Preferred in the last year.”
Publishers can buy the new Breakout Video ad packages via DoubleClick Bid Manager. Google also noted in its Brandcast event late last week that users will now be able to make video campaign programmatic buys covering Google Preferred, TrueView and cross-exchange through DoubleClick Bid Manager.