Google Preferred Advertising Program Expands To Canada

Recently, we learned that Google Preferred, the advertising program touted during YouTube’s 2014 Brandcast, will return for a second year. Among other plans, Google plans to extend its Preferred program internationally, bringing it to ten new markets. According to Media In Canada, one of those new markets will be just north of the border, where Canadian marketers will be granted access to Google Preferred.

Google Preferred allows its partners to purchase ad inventory on the top 5% of channels on the site. Buyers can run their ads against specific demographics or categories, thus offering a more targeted experience than YouTube’s standard advertising program. In announcing its plan to bring Google Preferred back, YouTube shared some positive stats about the program, which has brought 30 new advertisers to the site, increased ad recall by 80% and generated 20% more revenue for the content creators who were selected to participate.

In Canada, Google Preferred will cater to marketers who have shown interest in YouTube advertising. According to ComScore, 84% of the Canadian population uses Google’s video sharing site. “Aside from the growth of YouTube, what shaped the Google Preferred product was listening to the market,” said Christos Nikitopoulos, head of agency development at Google Canada. “[Advertisers] were asking for a video product that really gets closer to YouTube’s best content.”

YouTube has maintained a close partnership with Canadian viewers over the years. In announcing Google’s plan to bring its Fan Fest to Toronto, YouTube’s Head of North American content partnerships Laura Lee praised Canada’s “early loyalty” to the video site. The Canadian launch of Google Preferred will strength this relationship, and if the results of the American version of the program are any indication, both advertisers and creators will benefit.