Google Says Its Google Preferred Viewers 29% More Likely To Visit Brand Sites After Watching YouTube

After releasing one-year performance metrics for “Google Preferred” last month, Google has new audience data for its advertising program that lets marketers buy ads in advance on YouTube’s top performing channels.

According to a study conducted in February, Google’s research shows that Google Preferred desktop audiences are 29 percent more likely to visit a brand’s website immediately after watching YouTube compared to general YouTube viewers, and 46 percent more likely to search YouTube for a brand they are in the market for.

Google says nearly one in ten of its Google Preferred desktop viewers do not watch traditional television, with 90 percent avoiding the top five “full-episode” players, which includes Hulu, ABC.com, CBS.com, Fox.com, and NBC.com.

Google also found Google Preferred viewers are 24 percent more likely to research a product after watching an ad on YouTube compared to “full-episode player” viewers.

Google says its Google Preferred audiences skew younger than the average online population.

“We found that desktop viewers who watch Google Preferred (some of YouTube’s most popular channels) tend to be younger, more likely to be online shoppers in market for products,” says Google, “And the majority are viewers not reached through other video platforms.”

The research also offers up data on the types of products its audiences are looking to buy, claiming its Google Preferred desktop viewers are 182 percent more likely to be shopping for luxury cars, 170 percent more likely to shopping for beauty products and 195 percent more likely to be shopping for computers and tablets.

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Amy Gesenhues

Amy Gesenhues was a senior editor for Third Door Media, covering the latest news and updates for Marketing Land, Search Engine Land and MarTech Today. From 2009 to 2012, she was an award-winning syndicated columnist for a number of daily newspapers from New York to Texas. With more than ten years of marketing management experience, she has contributed to a variety of traditional and online publications, including MarketingProfs, SoftwareCEO, and Sales and Marketing Management Magazine. Read more of Amy's articles.