Dive Brief:

• Recent data released by Google shows positive results for the program that places campaigns on the channels of top-performing content producers. 
• The company found an 80% increase in ad recall, on average, and 17 percent increase in brand awareness on Google Preferred campaigns. Thirty TV advertisers tried and continued to advertise on YouTube.
• According to Google, YouTube creators in Google Preferred saw an increase in partner revenue of 70% year-over-year. YouTube creators overall saw a 50% increase. 

Dive Insight:

The program was announced last year with the intent of matching big-budget brands with select content. The results indicate the program provided increased brand awareness—Google Preferred channels subscriber levels saw an average views increase of 76%. The program sold out the first year and is expected to do the same as it rolls into 10 markets over two years.