Google launches Google Preferred, an advanced channel packaging offering for YouTube that allows media agencies to access the audiences they value and the channels those audiences love.
How it works
Google’s ‘Preference score’ algorithm surfaces and ranks the channels that are among the top 5 percent of all YouTube channels. The score accounts for watch time as well as engagement metrics like number of subscribers, likes, comments and shares.
Who’s playing?
Marking this launch, Pepsi (and Optimum Media Direction [OMD], Procter & Gamble (and Starcom MediaVest Group [SMG]) signed a deal with Google to access the most popular and engaging channels on YouTube during the month of Ramadan. Within the agreement, P&G brands and Pepsi will exclusively sponsor up to 275 category-specific channels that include TV series, comedy, cooking, lifestyle, gaming and other content relevant to this month.
In the MENA region
Across MENA, users are creating large libraries of videos, and millions of subscribers, representing various passions and interests are serving as niche audiences e.g in social comedy, beauty and fashion, cooking etc. Audiences are not just watching but also participating (68 percent of YouTube viewers share or talk about YouTube videos with friends).
Rayan Karaky, Google Preferred trading lead in MENA, says in a press statement, “Across multiple countries, we have heard from brands who want to better understand what content they are buying their advertising against. We also heard from creators who want to be rewarded for creating engaging content , as well as the consumer who showed more willingness to engage with brands featured on their favorite channels. That’s where Google Preferred comes in. This offering will enable us to have conversations with agencies and marketers that we would not have had before.”
Karaky adds: “Primetime premium content is now defined by the viewers and it is content that they are truly passionate about and engaged with. Google Preferred offers advertisers and agencies an amazing platform to identify and reach audiences at these key primetime moments.”
Dani Afiouni, regional director of consumer engagement at PepsiCo Middle East and Africa, comments on the deal: “The exponential growth of YouTube viewership and the increasing loyalty of audiences to top channels make the platform essential to our consumer engagement and content distribution strategy. With Google Preferred we are now able to distribute our brand content across screens, at scale, with an increased focus on the best creators.”
“The growth of YouTube, especially with the Middle East’s younger audiences, and the rise of regional content creators has resulted in a platform through which advertisers can engage effectively with consumers,” says Sami Ahmed, marketing director for the Arabian Peninsula & Pakistan at Procter & Gamble. “Through Google Preferred we will be connecting with the most popular and relevant YouTube channels in the region while supporting the most popular Arab content creators.”
Meet the stats
Google preferred line-ups have on average more subscribers, video comments, likes and video shares than the rest (e.g in KSA, 43x as many subscribers, 55x as many video comments, 99x as many video likes, 20x as many video shares). Examples of some ‘Preferred’ channels are Jay’s Cherry in the beauty/fashion category (245k subscribers), which is hosted by a young Saudi female who uploads videos daily on beauty and fashion. Other examples include, d7oumy999 (1.4 million subscribers) in the gaming category and NounAlNiswa (250k subscribers) in the comedy category.
Google Preferred (GP) is available today in Saudi Arabia and the United Arab Emirates. GP launched in the U.S two years ago and more recently in the UK, France and Germany.
