Hasta La Creative!

The ads, developed by YouTube’s agency Co:Collective, will roll out for those three and many others over the course of the year. “We are making bets on proven talent,” said Mr. Kyncl. “Bethany, Michelle and Rosanna are all proven talents with huge amounts of followers, subscribers and a lot of watch time and regular release schedules.”

At the same time as this marketing push, YouTube is dramatically shifting the way it sells content. In the past, YouTube treated all content and advertisers pretty much the same, but now it’s packaging its top 5% of content as determined algorithmically (of course) in 14 categories and offering that up front on a guaranteed basis to advertisers. Called “Google Preferred,” the offering is built for TV advertisers who want to reserve in advance and know what they’re getting, separate from direct-response advertisers that buy YouTube impressions by the ton (and dominate search).

“We are just so early on — that is a really important point — we are at the point where we are trying to get advertisers who have traditionally bought TV to understand the YouTube platform,” Ms. Wojcicki said.

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