Breaking News
0
Ad-Free Version. Upgrade your Investing.com experience. Save up to 40% More details

Breaking News

S&P 500 Rallies as Bulls Swoop in to Buy Battered Stocks Following Rout

YouTube goes after more TV advertisers with new program

TechnologyMay 19, 2020 08:10AM ET
Saved. See Saved Items.
This article has already been saved in your Saved Items
 
© Reuters. Silhouettes of mobile device users are seen next to a screen projection of Youtube logo in this picture illustration

By Sheila Dang

(Reuters) - Alphabet (NASDAQ:GOOGL)'s Inc YouTube on Tuesday launched a new program to help advertisers reach more valuable viewers who watch content on their TV screens, in an effort to retain advertising revenue at a time when brands are slashing budgets due to the coronavirus pandemic.

The program called YouTube Select will let brands buy ads that will reach people watching on their TV, whether they are streaming 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 rather than on their smartphones or laptops, TV viewers are generally considered more lucrative in the ad industry.

Viewers are turning even more to YouTube as they stay home during the pandemic, and over 100 million people watched YouTube on their TV screens in March, said Tara Walpert Levy, vice president of agency and brand solutions for Google.

"If you're a big brand that's dependant on reaching many people with your message, the ability to access that audience is key," she said in an interview.

Traditional TV networks in the United States could lose up to $12 billion in ad revenue in the first half of this year, according to research firm eMarketer, as brands cut their spending and live sports, which typically draw big ad dollars, are put on hold.

YouTube is hoping to appeal to all advertisers, whether they want to reach TV audiences or want the flexibility to quickly end their ad campaigns, which is more easily done on digital and streaming services, Levy said.

Through YouTube Select, advertisers can also buy ads to appear on top 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.

YouTube goes after more TV advertisers with new program
 

Related Articles

Big Tech critic Khan becomes U.S. FTC chair
Big Tech critic Khan becomes U.S. FTC chair By Reuters - Jun 15, 2021 6

By David Shepardson, Nandita Bose and Diane Bartz WASHINGTON (Reuters) -Lina Khan, an antitrust researcher focused on Big Tech's immense market power, was sworn in on Tuesday as...

Add a Comment

Comment Guidelines

We encourage you to use comments to engage with users, share your perspective and ask questions of authors and each other. However, in order to maintain the high level of discourse we’ve all come to value and expect, please keep the following criteria in mind: 

  • Enrich the conversation
  • Stay focused and on track. Only post material that’s relevant to the topic being discussed.
  • Be respectful. Even negative opinions can be framed positively and diplomatically.
  •  Use standard writing style. Include punctuation and upper and lower cases.
  • NOTE: Spam and/or promotional messages and links within a comment will be removed
  • Avoid profanity, slander or personal attacks directed at an author or another user.
  • Don’t Monopolize the Conversation. We appreciate passion and conviction, but we also believe strongly in giving everyone a chance to air their thoughts. Therefore, in addition to civil interaction, we expect commenters to offer their opinions succinctly and thoughtfully, but not so repeatedly that others are annoyed or offended. If we receive complaints about individuals who take over a thread or forum, we reserve the right to ban them from the site, without recourse.
  • Only English comments will be allowed.

Perpetrators of spam or abuse will be deleted from the site and prohibited from future registration at Investing.com’s discretion.

Write your thoughts here
 
Are you sure you want to delete this chart?
 
Post
Post also to:
 
Replace the attached chart with a new chart ?
1000
Your ability to comment is currently suspended due to negative user reports. Your status will be reviewed by our moderators.
Please wait a minute before you try to comment again.
Thanks for your comment. Please note that all comments are pending until approved by our moderators. It may therefore take some time before it appears on our website.
 
Are you sure you want to delete this chart?
 
Post
 
Replace the attached chart with a new chart ?
1000
Your ability to comment is currently suspended due to negative user reports. Your status will be reviewed by our moderators.
Please wait a minute before you try to comment again.
Add Chart to Comment
Confirm Block

Are you sure you want to block %USER_NAME%?

By doing so, you and %USER_NAME% will not be able to see any of each other's Investing.com's posts.

%USER_NAME% was successfully added to your Block List

Since you’ve just unblocked this person, you must wait 48 hours before renewing the block.

Report this comment

I feel that this comment is:

Comment flagged

Thank You!

Your report has been sent to our moderators for review
Disclaimer: Fusion Media would like to remind you that the data contained in this website is not necessarily real-time nor accurate. All CFDs (stocks, indexes, futures) and Forex prices are not provided by exchanges but rather by market makers, and so prices may not be accurate and may differ from the actual market price, meaning prices are indicative and not appropriate for trading purposes. Therefore Fusion Media doesn`t bear any responsibility for any trading losses you might incur as a result of using this data.

Fusion Media or anyone involved with Fusion Media will not accept any liability for loss or damage as a result of reliance on the information including data, quotes, charts and buy/sell signals contained within this website. Please be fully informed regarding the risks and costs associated with trading the financial markets, it is one of the riskiest investment forms possible.
Continue with Google
or
Sign up with Email