Two announcements today that show Google’s determination to make more money from ads on YouTube. First, the company has hired Procter & Gamble digital marketing director Lucas Watson to be its new VP of sales and marketing for YouTube. Advertising Age says it’s part of Google’s plans ‘to make YouTube more brand-friendly and attract more video advertising from big marketers such as P&G, which have long put most of their budgets in TV’. Last year, P&G spent nearly 60% of its measured media spend on TV ads, 34% on print and 5% online. The second announcement is a new initiative for advertisers on YouTube called ‘First Watch’. It lets them buy a pre-roll add on ‘most people’s first view of a YouTube video each day’ according to the New York Times. The ads will appear before videos from YouTube’s partners, rather than user-generated videos, with Tommy Hilfiger,, Macy’s and Virgin Mobile among the brands testing it.

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