Global expands direct YouTube ad sales

Global has launched direct sales of premium advertising across its YouTube content network, giving brands access to audiences watching podcast shows including The News Agents, My Therapist Ghosted Me and Formula 1 series Up To Speed, alongside video content from radio brands including LBC and Capital.

The move expands Global’s media offering beyond audio and outdoor advertising, making it the only UK media owner offering advertisers integrated access to audio, outdoor and premium video inventory.

Global strengthens position in premium video

Global joins UK broadcasters including, and in selling advertising directly on YouTube, strengthening its position in the premium video market.

The company said the expansion also reinforces the role of Global Studios within the podcast market by adding direct video monetisation to its audio advertising, production, hosting and distribution capabilities.

To support the launch, Global has created a dedicated Video Sales team led by Fatima Dowlet, who joins the business from Channel 4 as Director of Video Sales.

Podcast creators gain additional monetisation options

Simon Pitts, Group CEO, Global: “Global is now home to some of the biggest podcast shows on YouTube, from Global Originals like The News Agents, My Therapist Ghosted Me and Up To Speed, to fan favourites from The Fellas Studios, so selling our premium video inventory direct on YouTube was the natural next step.”

Simon Pitts: “We are now the only UK media owner where advertisers can access premium audio, video and outdoor at scale, all in one place.”

Simon Pitts also said the move strengthens Global Studios’ position as a production and monetisation partner for podcast creators by combining production capabilities with audience reach across radio, digital and outdoor channels.

Advertisers gain broader campaign integration

Mike Gordon, Chief Commercial Officer, Global: “We can work with clients to extend campaigns into premium video, increasing reach, impact and effectiveness.”

Global said advertisers will be able to place targeted spot advertising across its YouTube shows and integrate YouTube inventory into wider multi-platform campaigns.

The company’s YouTube content network includes Global Original podcasts such as The News Agents, Up To Speed and My Therapist Ghosted Me, alongside production groups The Fellas Studios and The Overlap. The network also includes video-first programming connected to Global’s radio brands.

YouTube partnership expands

According to Global, its YouTube content network reaches more than 16 million subscribers and generates 150 million monthly views.

Alison Lomax, Managing Director, YouTube UK: “Global’s progressive strategy to invest deeply in YouTube creators and world-class studios is a testament to their forward-thinking approach to modern media.”

Alison Lomax: “We are thrilled to see them build on this further, transforming that creative investment into a robust monetization strategy that unlocks incredible premium video opportunities for UK advertisers.”

The announcement builds on an existing partnership between Global and YouTube, which has included streaming live events such as Capital’s Summertime Ball and Jingle Bell Ball.

www.global.com

www.youtube.com

Follow Marketing Report on LinkedIn