The Google-owned site will run press, poster and online ads to market the ad-funded Shows service, which offers official clips and full-length shows from content partners including Channel 4 and BBC Worldwide.
The integrated campaign will use the slogan “YouTube’s got TV” and run on the sides of buses, inside underground trains and as full-page ads. The digital element will consist of video pre-rolls and display ads.
Programmes include Peep Show, Shameless and Father Ted from Channel 4 and BBC shows Doctor Who and Dead Ringers. The full range of Channel 4’s 4oD content will be available in early 2010.
Other partners offering content across the channel include Fremantle, ITN and Turner.
Anna Bateson, YouTube’s director of marketing, said, “We know that YouTube users enjoy the huge range of content on the site, but there’s a growing demand in particular for full-length programming so this campaign aims to tell our users that the full-length TV content has now arrived. The Shows section of the site is a major new opportunity for our partners and advertisers to reach new audiences.”
The campaign was created in-house, with media by Omnicom Media Group’s PHD.
YouTube’s Shows service launched on 19 November (nma 19 November 2009).
This story first appeared on newmediaage.co.uk