YouTube has taken a surprising step forward and another two back, announcing that it will be pouring its resources into capturing traditional TV screen audiences. Advertisers are now being offered new packages and tools to specifically reach YouTube users watching on TV sets, with the addition of traditional broadcasters to the video service's premium advertising tier. Accordingly, YouTube has announced plans to add new TV-specific functionality to its advertising campaign management tools, which include DoubleClick Bid Manager and Google AdWords. Another big change is that select channels from subscription-based YouTube TV — the platform's cable-free live television service — will be added to the Google Preferred tier. Google Preferred is an elite package of high-performing YouTube creator channels offered to brands to run advertising against, which before now has never included YouTube TV.

Source: Forbes April 30, 2018 17:58 UTC