Google Unveils New Advertising Tools for Marketers on YouTube

Google Inc. (GOOG)’s YouTube wants to alleviate any concerns by advertisers that their promotions are reaching the right people.

The world’s largest search provider unveiled a new service that guarantees audiences on the video-sharing feature at its Brandcast event in New York yesterday. The new offering, called Google Preferred, packages the top 5 percent of content on YouTube for 14 different areas. Initial partners include Johnson & Johnson and Heineken NV, along with agency DigitasLBI, according to Robert Kyncl, head of content at Google.

Google is stepping up efforts to woo more dollars away from traditional television advertising as users increasingly watch videos online. The new service is part of an effort to show the company is willing to offer features that are familiar to traditional marketers.

“We’ve made it easy for you to buy against our top content and talent,” Susan Wojcicki, who was recently promoted to run YouTube, said at the event. “We’re in the middle of a big revolution with video. It’s all changing and YouTube is playing a key role.”

Google Preferred covers video content in areas such as beauty, fashion, comedy, food and music, Kyncl said.

To contact the reporter on this story: Brian Womack in San Francisco at bwomack1@bloomberg.net

To contact the editors responsible for this story: Pui-Wing Tam at ptam13@bloomberg.net Reed Stevenson, Stephen West

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