2014 was certainly active for Google’s video properties. Its ads and commerce chief, Susan Wojcicki, took the reins at YouTube as senior vice president, Google packaged the top 5% performing YouTube videos for brand buys in a program called Google Preferred and it rolled out Partner Select, a premium video marketplace.
Both premium video inventory and programmatic technology are working for YouTube. In comScore’s November rankings for desktop online video, Google Sites continued to top the list with 162.2 million unique video viewers.
But if 2014 was the year Google invested in creator content and brand advertiser tools, 2015 could be the year YouTube works to defend its position. Competitors from Facebook to new web video service Vessel are pushing to attract new video content and YouTube stars, respectively.
AdExchanger spoke with Tara Walpert Levy, managing director of global ads marketing at Google and YouTube, the former president of linear TV supply-side platform Visible World, about the road ahead.