“We will shine a light on our best and most popular content this year,” Kyncl added. “We have listened to your needs. You have told us, ‘YouTube is hard to buy’ with so many choices. Google Preferred will help you navigate and access the top 5% of content on YouTube based on popularity and engagement.”
Johnson & Johnson, Heineken and agency DigitasLBi have all signed on to secure audience guarantees through Google Preferred, according to Kyncl. One of the reasons, according to Google’s Margo Georgiadis, sales president of the Americas, is the level of engagement Google guarantees.
“YouTube is now the no. 1 place [for 18-31-year olds] to go to learn about a product or passion that interests them,” she claimed. “They are four times more interested in watching ads on YouTube than anywhere else, and they’re much more open to your messages.”
In addition to Google Preferred guarantees, Georgiadis noted a new availability for ad partners to measure brand interest on YouTube based on real-time searches on-site.
Speaking of search, YouTube’s SVP Susan Wojcicki, referenced Google Video, which in 2005, “was our [first] homegrown effort to build an online video ecosystem [and video search engine] but we had no users, no content and no idea what people would upload and watch.”
Google acquired YouTube shortly after in 2006 for $1.65 billion, which helped answer the viewer and content question.
“People ask me why I was inspired to make the shift three months ago [from her most recent post as Google ads chief],” Wojcicki said. “I joined YouTube because I believe video is an amazing medium for sharing ideas, information and the stories of our lives,” she said. “I wanted to play a key role in that revolution, still work with advertisers and help ensure a thriving ecosystem. That work has just begun.”