YouTube today has announced several changes coming to its Google Preferred offering. Google Preferred is a premium content offering by YouTube that allows advertises to buy ad space on established creator channels. The company, however, is today expanding the capabilities of Google Preferred.

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The highlight of the changes coming to Google Preferred is a new Breakout Videos offering. While advertisers have long been able to purchase ads on established channels, they are now able to advertise on emerging content. YouTube says emerging content is classified the “hottest and fastest-rising videos on YouTube.”

Pop culture moments like the Harlem Shake and Let It Go are as unexpected as they are popular. While Google Preferred gives brands access to established creator channels, our new Breakout Videos offering lets them advertise on emerging content—the hottest and fastest-rising videos on YouTube. With the launch of Google Preferred Breakout Videos in the U.S., brands can be there alongside the next breakout star.

Furthermore, Google Preferred upfront buyers will soon be able to buy ad space programmatically through DoubleClick Bid Manger. Additionally, it was today announced that NBA video is now part of Google Preferred, while the NBA will soon launch two new VR series on YouTube.

YouTube says that Google Preferred campaigns are massively successful. The company says 75 percent of measured campaigns drove lifts in consideration and 61 percent drove lifts in favorability, while two-thirds of campaigns saw increased purchase intent.

You can read all of YouTube’s Google Preferred notes on the official YouTube blog.

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