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YouTube helps advertisers jump on viral content

For when brands want to be cool with the youths.
Steve Dent, @stevetdent
05.06.16 in AV
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With YouTube's Google Preferred program, advertisers can target the most popular channels and categories, so that kitchen brands don't end up on, say, a tractor parts channel. Now, the site will let companies catch viral trends with Google's Preferred Breakout Videos. "Our new breakout videos offering lets them advertise on the hottest and fastest-rising videos on YouTube ... so brands can be there alongside the next breakout star," the company blogged.

While you may not care who advertises where, it will impact what you watch. With the new program, advertisers will be able to quickly jump on viral content like Nae Nae or cat at a dog show with skippable or non-skippable video ads. The move marks an expansion of the Preferred program, which has been a bright spot for YouTube with a 400 percent jump in ad spending last year alone. It will also let YouTube monetize viral content, which often costs the company less than videos from mainstream entertainers and musicians (who, nevertheless, still feel they're underpaid). That's a big deal, considering that YouTube still doesn't make a profit.

We reach more [18 to 49 years-olds] during prime time than the top 10 TV shows combined.

Advertisers are seeing the advantages of YouTube over cable, since they can target individuals and get them directly from a video to an online store. During its Brandcast presentation last night, YouTube pointed out that one agency, Magna Global, shifted $200 million worth of ads from television to its site. According to YouTube CEO Susan Wojcicki, "we reach more [18 to 49 years-olds] during prime time than the top 10 TV shows combined." And of course, YouTube will compete directly with cable TV next year via its upcoming Sling TV-like "Unplugged" program.

Source: YouTube
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