YouTube has launched a new premium content solution for advertisers to meet Australian viewers where they are consuming their content.
With data showing more than 7 million Australians now watch YouTube on their TV screens (65 per cent YoY growth), YouTube Select offers more capabilities for the TV screen and gives advertisers greater choice in how they buy.
YouTube Select was launched globally earlier this year. The new solution brings together preexisting solutions Google Preferred and Programs and Packages.
YouTube Select ‘lineups’ – key categories including entertainment, beauty and fashion – are available in Australia via Google Ads, Display & Video 360, and reservation.
Google Australia director of sales Rhys Williams [feature image] said the new solution aims to align ads with viewer’s “passions”.
“We know that engaged audiences are using YouTube to learn, discover ideas, to shape how they experience the real world in a whole bunch of new ways,” he said.
“Going into 2021 we are reimagining our premium contextual advertising offering, known as Google Preferred, under a new global umbrella called YouTube Select.”
Williams also revealed YouTube Select will put a greater emphasis on people viewing YouTube on their TV screen.
“We’re seeing Aussies turning more and more to YouTube on the biggest screen in their home. This shift in viewing behaviour means lineups contain more TV screen inventory than ever,” he continued.
Despite the sharp year-on-year growth in YouTube viewership on TV, Williams confirmed that advertisers are still adjusting to this consumption shift.
“The numbers are getting pretty telling now, with over 7 million Australians watching on TV. It definitely makes sense to be optimising for the big screen as much as you might do it for a different type of screen,” he said.
“We’re always talking to advertisers about how to build their creative so that it is optimised for the platform, we’ve done a lot of work with that over the years with skippable and TrueView formats.
“We do a lot of outreach with creative agencies to help them understand how users are using the platform and how to get cut-through, so we will continue to do that with the growth of TV.”
The Asia MarTech Society (AMS) has appointed Ken Ip as chairman of its 2021–22 board of directors for a two year term. An award-winning marketing and brand communications strategist, Ip has previously held several senior roles, from corporate consulting to public affairs advisory, for leading multinationals and conglomerates. He is currently the group head of […]
Pernod Ricard and Initiative Studio have launched “Taste Life on the Flipside” for Brancott Estate’s Winemakers’ newest wine varieties. The campaign idea had its genesis in 1975 when Brancott Estate planted the first sauvignon blanc vines in Marlborough, New Zealand. This was an iconic moment as it flipped a convention that said Marlborough was only […]
Sydney Gay and Lesbian Mardi Gras has continued its programme of community grants and support funded by valued partnerships with ANZ, Google and Facebook Australia, and from the organisations own surplus, delivering a total of $248,000 to LGBTQI+ community groups for this year’s festival season. Three grants funds, the ANZ Community Grants, Google Parade Grants […]
International advocacy organisation Global Citizen will host VAX LIVE: The Concert to Reunite the World, a global special that aims to inspire vaccine confidence worldwide and help get the COVID-19 vaccines to everyone, everywhere. During the special, Global Citizen, will call on philanthropists and corporations to donate enough “dollars-for-doses” to vaccinate more than 27 million […]