YouTube Adds New Online Advertising Features
Video-hosting site YouTube recently unveiled a set of new features aimed at helping online marketing campaigns better target their potential customers.
The website – owned by search engine giant Google – has implemented new video and channel exclusion options, which YouTube senior product manager Baljeet Singh said would be of great use to online advertising creatives and marketing managers, giving them far more control over where their adverts will show up. Before the new options, online marketing depended on using YouTube’s own marketing services to select which clips should be targeted with a company’s adverts.
Now, however, the new features allow individual companies or brands to decide if particular videos – or even entire channels – should be excluded from the campaign. By doing this, online marketing experts will be able to prevent adverts from appearing next to videos that are at odds with their customer demographic.
Two examples that Mr Singh gave were that of a vegan battery being able to exclude FootNetworkTV videos about meat dishes and beer companies giving the swerve to videos aimed at those too young to enjoy a tipple.
“Alternatively, if your ads are appearing on a video that perhaps isn’t performing in terms of clickthrough rate or conversions, you can optimise your campaign by using this new feature to exclude it,” Mr Singh went on to suggest on the YouTube blog.
He added: “Google has also been investing significantly in ensuring brand safety, transparency and control for advertisers across the Google Display Network. We’re hoping that these added layers of control will make your campaign targeting even more precise.”
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