Google wants to improve the quality of ad-sponsored content in its Google Preferred program by adding inventory from YouTube TV, a streaming service that packs a variety of popular TV channels.
Adding TV inventory is likely to appease some advertisers who are still worried about the quality of YouTube content. Over the past year, many brands have found that their ads have appeared alongside videos that are considered unsafe or controversial. Google Preferred, which includes content from the most popular 5% of YouTube channels, was not immune to trademark conflicts.
The step to add premium TV content will be part of Google on Thursday as part of the annual digital ad sales season known as NewFronts. During the week-long event companies such as Vice, Oath and
Create presentations for marketers to secure advertising engagements for their upcoming program slates.
Companies are also trying to lure into TV advertising dollars only weeks ahead of the annual Upfront TV as TV broadcasters present new programs for the upcoming season and next year.
Adding premium content to Google Preferred is Google's latest move to strengthen its service. It has already introduced stricter advertising policies, hiring more human reviewers and giving brands more control over where their ads appear.
YouTube TV introduces popular NBCUniversal channels,
and Walt Disney Co. Google will have access to a percentage of the two-minute-per-hour local business space that cable TV dealers typically sell instead of the TV networks.
"It has always been of interest to our advertisers to have more premium content and access to more popular content," said Debbie Weinstein, general manager of YouTube / Video Global Solutions. "We continue to invest in making it great."
YouTube is also making some changes to its video ad offerings.
For years, the company has resisted TV screen advertising and demonstrated its ability to reach young consumers through mobile devices. Now, the Google-powered video giant enables advertisers to buy YouTube video ads only on the TV screen and recognizes a shift in video consumption to the more traditional medium.
"For the past four to five years, everything has been about mobile change," said Weinstein. "Now we are in the middle of the next big revolution, with people spending more and more time on the TV screen."
But they do not consume YouTube on TV in the same way they would consume traditional content via cable, Ms Weinstein. Instead, they access YouTube via their gaming console or their smart TV or transfer their mobile device to their TV.
TV screens are YouTube's fastest-growing screen with over 150 million hours of watch time per day, she said. However, this is small compared to the time users spend on mobile content. About a year ago, YouTube said mobile watch time was about 1 billion hours a day.
Advertisers can buy inventory through AdWords and DoubleClick Bid Manager.
Write to Alexandra Bruell at [email protected]