Global will offer advertisers access to premium video campaigns for the first time across its YouTube channels which include podcast shows and radio brands.
Global is now selling its advertising directly across its YouTube network.
Advertisers now have access to purchase premium placements for video campaigns across Global’s YouTube content.
The move expands the media owner’s partnership with the streaming platform giving it the ability to integrate YouTube inventory into wider multi-platform partnership campaigns.
Placement will be available on Global’s podcast network, which includes shows like The News Agents, My Therapist Ghosted Me, and video content from radio brands LBC and Capital.
The addition of direct YouTube sales capability means direct video monetisation to its content. As it stands, ITV, Channel 4, and Sky are the only other UK media owners who currently offer this.
Global is pushing to become a cross-platform media platform – positioning itself as the only UK media owner that offers audio, outdoor, and premium video advertising altogether.
This comes alongside the launch of a dedicated video sales team, led by Fatime Dowlet, new director of video sales.
“Advertisers will now be able to access premium, targeted spot advertising within Global’s most popular shows and brands, as well as integrate YouTube inventory into broader multi-platform partnership campaigns,” said Mike Gordon, chief commercial officer at Global.
“We can work with clients to extend campaigns into premium video, increasing reach, impact and effectiveness.”
Video and streaming platforms are expanding their capabilities – Netflix also recently unveiled a host of new tools, partnerships, and capabilities.
Netflix ads now reach over 250 million global monthly active viewers, many of which are “deeply engaged”, with over 80% of ad members actively watching each week, which will now be expanded into 15 new countries.
