Dive Brief:

• Google has released new audience data showing that Google Preferred—an ad program allowing marketers to buy spots with the top YouTube channels—is receiving positive results. 
• According to the data, the Google Preferred audience is 29% more likely to visit a brand's website immediately after viewing YouTube, compared to general YouTube viewers.
• The Preferred audience is also 46% more likely to search YouTube for information on a brand. 

Dive Insight:

Google already released promising first-year numbers on Preferred last month. The company also reported its Preferred audiences are younger than the average online user population—a finding that could be useful to marketers seeking to reach a younger demographic.