YouTube Adds Viral, Programmatic Support to Google Preferred
- Friday, May 6th, 2016
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YouTube has expanded its Google Preferred premium content offering, which gives brands a chance to advertise specifically on its most popular videos.
The first addition, named Breakout Video, is intended to give advertisers access to unexpected viral hits as they emerge.
Also new to Preferred is the ability to buy programmatically through DoubleClick Bid Manager, alongside the rest of Googles video offerings. 
Finally, Google has added basktetball highlights content from the NBA to the Preferred inventory. The NBA is also launching two VR series on YouTube offering a behind-the-scenes look at players and arenas.
Google reports that, so far this year, 75 per cent of Preferred campaigns have driven lifts in consideration, and 67 per cent an increase in purchase intent.
