Learn
Learn
Close

They Ask, You Answer

A revolutionary approach to inbound sales, content marketing, and today’s digital consumer.

Learn MoreLearn More

Free Courses in IMPACT+

Dozens of sales, marketing, and content courses inside IMPACT+. Start learning now.

See all coursesSee all courses
Events
Events
Close
IMPACT+ Membership
IMPACT+ Membership
Close
Coaching & Implementation Services
Coaching & Implementation Services
Close

Services Overview

See how you can dramatically increase your inbound leads and sales.

Services Overview

Digital Sales and Marketing Mastery

Fast track your team’s success with IMPACT's most popular service.

Digital Sales and Marketing Mastery

Web Design

Launch a beautiful website that consistently generates leads and revenue.

Web Design

Virtual Sales Training

Equip your sales team with comprehensive training designed to help them close more deals in today's virtual-first world.

Virtual Sales Training

HubSpot Training & Implementation

Train your company to take ownership of HubSpot and get the most out of your investment.

HubSpot Training & Implementation

Case Studies

See dozens of examples of companies succeeding with Digital Sales and Marketing Mastery and They Ask, You Answer.

Case Studies
Become a Coach
Become a Coach
Close

New 'YouTube Select' will offer marketers access to valuable audiences

New 'YouTube Select' will offer marketers access to valuable audiences Blog Feature

Joel Waggener

UX Designer, Paid Media Specialist, 15+ Years of Print and Web Design Expertise

May 22nd, 2020 min read

YouTube just announced a premium offer for advertisers that will give access to reach consumers of the platform’s most popular videos. It’s called YouTube Select. 

At the same time, YouTube is phasing out Google Preferred, which gave advertisers the ability to target the most popular videos in certain categories. Google Preferred, however, was only available in select markets. YouTube Select will be available globally.

According to Vishal Sharma, vice president or product management at YouTube Ads:

YouTube Select is a reimagination and unification of solutions like Google Preferred and prime packs. It offers more flexibility to reach the audiences you can’t find elsewhere in the content and places they choose to watch—with the confidence that your buy is brand-safe.

YouTube and the COVID-19 pandemic

People are streaming YouTube on TV screens more than ever, a trend that only intensified in the last several months during the COVID crisis.

Increasingly, people are opting to enjoy what YouTube offers on their connected TV screens.   

In the US, watch time of YouTube and YouTubeTV on televisions increased 80% in March compared to March of 2019, while watch time on casting devices also rose 75% in the last year.

Because viewership has increased so much during the pandemic, YouTube even fast-tracked new features for connected TV devices.

Skippable ads will be available this year for viewers that are casting videos onto a TV screen. Also, Brand Lift measurement, which helps advertisers understand the efficacy of their campaigns, will be available later this year. These are features historically only available for mobile devices.   

What this all boils down to is that YouTube wants to monetize the surge in newly connected TV viewers by giving advertisers the opportunity to get in front of the right eyeballs.

A select menu for advertisers

YouTube Select will give advertisers access to a high-quality selection of creators and publishers.

U.S. advertisers will be able to choose from the following video categories:

  • Entertainment and pop culture
  • Music
  • Sports
  • Food and recipes
  • Beauty, fashion and lifestyle
  • Comedy
  • Spanish language content
  • Technology
  • Gaming
  • Science and education.

YouTube Select will also have a new offering called “emerging lineups” that will “provide an easy way to efficiently extend the reach of your campaigns among up and coming or niche channels, with the added benefit of brand suitability controls.” 

Advertisers will be able to reach fresh audiences across some YouTube apps and verticals like YouTube Kids, Sports, Music and Originals, with sponsorships and programs previously unavailable to advertisers.

For instance, advertisers could act as sponsors for specific kids or sports programs.   

Adapt, pivot, and conquer

Two billion people watch YouTube every month.

More and more people want to watch YouTube on their TVs — and more advertisers want the opportunity to reach consumers in unique ways. 

But YouTube has gone beyond just giving advertisers more opportunities.

They are also giving advertisers confidence by making sure advertising only appears on videos, when available, that have been machine-classified and human-verified as brand-safe.

In other words, the ads will only show up for videos that are aligned with the subject matter of the video.

This is a good time to remind everyone that YouTube is owned by a small company called Google. While Google owns a good portion of our every day online lives, they are now reaching into our homes in new ways, with advertisers eager to follow along. 

YouTube Select offerings and pricing will vary by region. Advertisers will need to contact the Google sales team to find out more details about the roll-out.

Want to learn more about digital sales and marketing?

Master digital sales and marketing when you join IMPACT+ for FREE. Gain instant access to exclusive courses and keynotes taught by Marcus Sheridan, Brian Halligan, Liz Moorehead, Ann Handley, David Cancel, Carina Duffy, Zach Basner, and more.

Sign up for free
Take a peek

Access hundreds of FREE courses and keynotes

Free Course
Digital Sales & Marketing Framework for Today’s Buyers
By: Marcus Sheridan
View Course Preview View Course Preview
Free Keynote
A New Way to Compete & Win
By: Brian Halligan
View Course Preview View Course Preview
Free Virtual Keynote
How To Genuinely Feel Confident, Be Likable, And Build Trust On Camera
By: Liz Moorehead
View Course Preview View Course Preview
Free Keynote
The Future of Marketing is Conversational​
By: David Cancel
View Course Preview View Course Preview
Free Deep Dive
HubSpot On a Budget: Getting Started with HubSpot Starter Hubs
By: Courtney Caldwell
View Course Preview View Course Preview
Free Course
Assignment Selling: Content is Your Greatest Sales Tool
By: Marcus Sheridan
View Course Preview View Course Preview
Free Keynote
The Big, Bold, Brave New World of Marketing​
By: Ann Handley
View Course Preview View Course Preview
Free Course
Investing in Incredible Digital Sales and Marketing Results
By: Chris Duprey
View Course Preview View Course Preview
Free Course
How To Show Your Content Makes Money With HubSpot Marketing and Sales Hubs
By: Liz Moorehead
View Course Preview View Course Preview
Free Virtual Keynote
The Visual Sale
By: Marcus Sheridan & Tyler Lessard
View Course Preview View Course Preview
Free Keynote
Marketing Tech: What’s Now, What’s Near and What’s Not Anytime Soon?​
By: Dharmesh Shah
View Course Preview View Course Preview
Free Course
Inbound Lead Generation & Conversion Optimization
By: Carina Duffy
View Course Preview View Course Preview
Free Virtual Keynote
Fundamentals of Videography: You Can Be a Great Videographer Too
By: Zach Basner
View Course Preview View Course Preview
Free Deep Dive
The Ultimate Customer Service Toolkit for Any Budget
By: Andriti Gulati
View Course Preview View Course Preview
Free Course
6 Topics Subject Matter Experts Need to Address
By: Kevin Phillips
View Course Preview View Course Preview
Free Keynote
Fanocracy: The Power of Making Business Personal​
By: David Meerman Scott
View Course Preview View Course Preview
Free Keynote
The Power of Pillar Content
By: Liz Moorehead
View Course Preview View Course Preview
Free Keynote
SEO for the Future
By: Franco Valentino
View Course Preview View Course Preview
Free Course
Fundamentals of Social Media Marketing
By: Stephanie Baiocchi
View Course Preview View Course Preview
Free Deep Dive
A Practical Guide To Video Graphics
By: Colton Trcic
View Course Preview View Course Preview
Free Session
How To Get Your Community To Know, Like, And Trust You With Video
By: Marki Lemons Rhyal
View Course Preview View Course Preview
Free Course
Video Sales and Marketing Strategy
By: Zach Basner
View Course Preview View Course Preview
Here Are Some Related Articles You May Find Interesting

Want to Contribute Content to impactplus.com? Click Here.

IMPACT+ Sign Up
A FREE online learning community with on-demand courses, hundreds of expert-led sessions, thousands of your peers ready to support you, and much more.
Check it out
Hundreds of courses and recorded keynotes, completely FREE
Check it out
Access hundreds of digital sales and marketing courses and recorded keynotes, completely FREE