New initiative aimed at meeting marketer complaints over reaching top-tier content
The advertisers spoke–OK, complained–and YouTube listened.
That was the message at Google’s third annual Brandcast, its installment of the Digital Content NewFronts on Wednesday at the Madison Square Garden Theater. The digital video juggernaut announced the launch of a new initiative, Google Preferred, that allowed advertisers to more easily buy into the top tier of content on the site, and to effectively measure the performance of the videos as well. YouTube execs spoke to intensive efforts over the past year to listen to grumbling from marketers and programmers as to how they could be a more effective partner.
“We’re in the middle of a big revolution with video,” said YouTube CEO Susan Wojcicki, who has been on the job for just three months. “It’s all changing and YouTube is playing a key role. I wanted to play a key role in that revolution.”
Google Preferred gives marketers access to the top 5% of the most popular content in areas like food, music and entertainment. The initiative is likely aimed at advertiser sensitivities over associating their brands with less distinguished content on YouTube’s vast depository of video.
Marketers will now also be offered a full guarantee that they will be able to reach the scale of audience they’re targeting.
In addition, YouTube touted their partnerships with Comscore and Nielsen in order to provide comparable metrics across media to build and evaluate marketer plans. The company also unveiled a new tool that gives advertisers the ability to measure interest in their brands based on users’ real time searches.
YouTube is using its Brandcast event to spotlight up-and-coming brands on the platform, including Bethany Mota, Soul Pancake, Vice and DanceOn.
DreamWorks Animation will launch a new channel on YouTube this summer focused on animation and live-action for family audiences.
DreamWorksTV was unveiled at YouTube’s Digital Content NewFront presentation by Robert Kyncl, head of content and business operations at YouTube. Before giving a sneak peek at an animated vignette from the channel, he cited DreamWorks Animation CEO Jeffrey Katzenberg’s dream of getting into the channel business
“He didn’t do that on broadcast and cable. He did that on YouTube, that’s where his audience lives.”
DWA and YouTube have partnered before, jointly launching a daily program, “YouTube Nation,” that spotlights creative work on the platform. DWA also owns AwesomenessTV, a YouTube channel that focuses on teen audiences.
The evening ended with a performance by Pharrell Williams of his smash hit “Happy.”