"YouTube is developing a program to pitch shows from top creators for advertisers to sponsor, according to executives at ad agencies and talent agencies with knowledge of the matter. The executives described the program as a pilot program that is in early development. YouTube is not funding the shows but would instead secure the sponsors for creators. The program would give brands the opportunity to run sponsored takeovers of creators' show episodes."
"The program would give brands the opportunity to run sponsored takeovers of creators' show episodes. An ad agency executive said the program is being aimed at brands with large budgets already being spent on YouTube. YouTube is being similarly discerning about whose shows are being pitched by focusing the program on top creators. The Google-owned platform has taken pitches from a select group of creators, according to talent agency executives."
YouTube is piloting a program to match top creators' episodic shows with brand sponsors. YouTube will not fund productions but will secure sponsorships and pitch selected creators to advertisers. Brands can buy sponsored takeovers and native integrations rather than traditional pre-roll or mid-roll placements. The pilot targets large advertisers already spending on YouTube and focuses on shows from a select group of prominent creators. The initiative blends elements of prior YouTube efforts like Public Figures and BrandConnect to enable evergreen activation of ad dollars outside of upfronts. Eligible programming includes established creator formats and specials.
Read at Digiday
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