TECH

YouTube launches program to attract TV advertisers

Alphabet's YouTube launched a new program on Tuesday to help advertisers reach the most valuable viewers watching content on their TVs in an effort to retain advertising revenue at a time when brands are cutting budgets due to the coronavirus pandemic.
The program called YouTube Select will allow brands to buy ads that will reach people who use the platform on TV, whether they are broadcasting individual YouTube videos or watching YouTube TV, the company's live TV service. Since viewers are likely to watch more content while sitting on the couch in front of the TV than on their smartphones or computers, TV viewers are generally considered to be more profitable in the advertising industry.
Viewers are turning even more to YouTube while staying at home during the pandemic, and more than 100 million people watched YouTube on TVs in March, said Tara Walpert Levy, vice president of agency and brand solutions at Google.
"If you are a big brand that depends on reaching many people with your message, the ability to access that audience is critical," she said in an interview.
US broadcasters could lose up to $12 billion in advertising revenue in the first half of this year, according to research firm eMarketer, as brands cut their spending and live sports, which typically attract big players. amounts in advertising are suspended.
Through YouTube Select, advertisers can also purchase ads to appear on major YouTube channels in certain categories, such as entertainment, sports or beauty and fashion.
YouTube Select will replace a program called Google Preferred, which sold ads on the top 5% of YouTube channels based on popularity and engagement.

By Sheila Dang