YouTube has launched Open Call, a new tool aimed at connecting brands with creators more efficiently through its BrandConnect marketplace. Unveiled during the Cannes Lions Festival, this feature enables marketers to issue requests for sponsored content, allowing creators to submit videos that align with specific project criteria. Brands can then select from these submissions and promote the chosen videos as 'partnership ads' through Google Ads. Initially available to select advertisers, Open Call is expected to roll out more broadly in the future, enhancing collaboration opportunities for more than 3 million channels in the YouTube Partner Program.
Open Call gives creators of all sizes the opportunity to pursue new relationships with brands, fostering collaboration and enhancing marketing strategies for advertisers on YouTube.
With Open Call, marketers can leverage the relevance and trust of YouTube creators, aiming to enhance their campaigns and capitalize on the growing influencer marketing space.
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