What Is YouTube Select? The Definitive Guide for Advertisers and Creators

YouTube Select, formerly known as Google Preferred, is YouTube’s premium advertising program. It curates the top 5% of YouTube channels based on popularity, reach, and engagement, offering advertisers a way to reach highly engaged audiences with guaranteed brand safety and a focus on quality content. Think of it as the VIP section of YouTube advertising – where advertisers can be confident their ads are running alongside the platform’s most compelling and brand-safe content.

Decoding YouTube Select: More Than Just Popular Channels

YouTube Select isn’t just about putting ads on channels with a lot of subscribers. The program goes deeper, carefully selecting channels based on a multitude of factors. This selection process ensures advertisers get the best possible return on their investment.

The Key Ingredients of a YouTube Select Channel

What characteristics define a YouTube Select channel? Here’s a breakdown:

• Popularity and Reach: Channels must demonstrate significant reach within their target audience, boasting substantial viewership and subscriber numbers.
• Engagement: It’s not just about views; it’s about how viewers interact. Channels with high watch times, likes, comments, and shares are favored.
• Brand Safety: This is paramount. YouTube Select channels must adhere to strict content guidelines and avoid controversial or inappropriate material. The focus is on creating a safe and positive environment for advertisers.
• Content Quality: High production values, engaging narratives, and consistent content creation are crucial for selection. YouTube Select channels typically represent the best of what YouTube has to offer.
• Relevance: The channel’s content must be relevant to specific demographic groups or interests, enabling advertisers to target their campaigns more effectively.
• Diversity: While maintaining quality standards, YouTube Select aims to represent a diverse range of content creators and viewpoints.

Benefits for Advertisers: Why Choose YouTube Select?

Advertising on YouTube Select offers a wealth of advantages:

• Guaranteed Brand Safety: This is perhaps the biggest draw. Advertisers can rest assured that their ads are appearing alongside content that aligns with their brand values and avoids potentially damaging associations.
• Targeted Reach: YouTube Select allows for precise audience targeting based on demographics, interests, and viewing habits, maximizing the impact of advertising campaigns.
• Premium Content Association: By aligning their brand with high-quality, engaging content, advertisers can enhance their brand image and credibility.
• Higher View Completion Rates: Because YouTube Select content is typically more engaging, viewers are more likely to watch ads to completion, leading to better results for advertisers.
• Improved Campaign Performance: The combination of brand safety, targeted reach, and engaging content translates to higher click-through rates, increased conversions, and a greater return on investment.
• Exclusive Inventory: Access to premium inventory that may not be available through standard YouTube advertising channels.

Benefits for Creators: Getting Selected and Staying There

For content creators, being part of YouTube Select is a significant achievement:

• Increased Revenue Potential: YouTube Select channels typically command higher advertising rates, leading to increased revenue for creators.
• Greater Visibility: Participation in YouTube Select can enhance a channel’s visibility and attract new viewers.
• Brand Partnerships: The association with YouTube Select can open doors to brand partnerships and collaborations.
• Recognition and Prestige: Being selected for YouTube Select is a badge of honor, recognizing the quality and impact of a creator’s work.
• Access to Support: YouTube Select creators may receive additional support and resources from YouTube.

Beyond the Basics: Key Considerations

While YouTube Select offers numerous advantages, it’s important to consider the following:

• Cost: Advertising on YouTube Select is generally more expensive than standard YouTube advertising. However, the increased value and ROI can often justify the higher cost.
• Competition: Gaining access to YouTube Select inventory can be competitive, particularly for in-demand audiences.
• Measurement and Optimization: As with any advertising campaign, it’s crucial to carefully measure and optimize performance to maximize results.

YouTube Select: Frequently Asked Questions (FAQs)

Here are some of the most frequently asked questions about YouTube Select, providing a deeper dive into the program:

1. How Do Channels Get Selected for YouTube Select?

Channels are selected based on a combination of factors, including viewership, engagement, brand safety, content quality, and relevance to specific audience segments. YouTube uses proprietary algorithms and manual reviews to identify channels that meet the program’s strict criteria. There’s no direct application process; YouTube identifies and invites eligible channels.

2. How Often Is the YouTube Select Roster Updated?

The YouTube Select roster is updated regularly to ensure it continues to represent the top 5% of channels on the platform. The frequency of updates can vary, but it’s typically done on a quarterly or semi-annual basis.

3. Can a Channel Be Removed from YouTube Select?

Yes. Channels can be removed from YouTube Select if they violate YouTube’s community guidelines, engage in inappropriate behavior, or experience a significant decline in viewership or engagement. Maintaining the program’s standards is crucial.

4. What Types of Ads Are Shown on YouTube Select Channels?

A variety of ad formats can be shown on YouTube Select channels, including skippable in-stream ads, non-skippable in-stream ads, bumper ads, and display ads. The specific ad formats used will depend on the advertiser’s campaign goals and targeting strategy.

5. Is YouTube Select Available in All Countries?

YouTube Select is available in many countries around the world, but its availability may vary depending on the region. YouTube continues to expand the program to new markets.

6. How Much Does It Cost to Advertise on YouTube Select?

The cost of advertising on YouTube Select is generally higher than standard YouTube advertising due to the premium inventory and guaranteed brand safety. Pricing models can vary, but they often involve a CPM (cost per mille) or CPV (cost per view) basis. The exact cost will depend on factors such as audience targeting, ad format, and campaign duration.

7. How Can Advertisers Measure the Success of Their YouTube Select Campaigns?

Advertisers can measure the success of their YouTube Select campaigns using a variety of metrics, including impressions, clicks, click-through rates, view completion rates, conversions, and return on investment. YouTube provides detailed analytics and reporting tools to help advertisers track and optimize their campaigns.

8. What Are the Alternatives to YouTube Select for Advertisers?

Alternatives to YouTube Select include standard YouTube advertising, Google Display Network advertising, and advertising on other video platforms. However, these alternatives may not offer the same level of brand safety and targeted reach as YouTube Select.

9. Can Smaller Channels Ever Qualify for YouTube Select?

While YouTube Select typically features larger, well-established channels, it’s possible for smaller channels with exceptional engagement and high-quality content to be considered. The focus is on the overall impact and relevance of the channel, not just subscriber count.

10. How Does YouTube Select Handle Sensitive Topics and Controversial Content?

YouTube Select has strict guidelines in place to prevent ads from appearing alongside sensitive or controversial content. The program uses automated and manual review processes to identify and exclude channels that do not meet its brand safety standards.

11. What Role Does Machine Learning Play in YouTube Select?

Machine learning plays a significant role in YouTube Select, helping to identify and select channels based on a variety of data points, including viewership, engagement, brand safety, and content quality. Machine learning also helps to optimize ad targeting and improve campaign performance.

12. Where Can I Learn More About YouTube Select?

You can learn more about YouTube Select by visiting the Google Ads Help Center and searching for “YouTube Select.” You can also contact your Google Ads account representative for more information. They can provide detailed insights into the program and help you determine if it’s the right fit for your advertising needs.