YouTube in drive to lift advertising revenue

YouTube is looking to increase its number of TV broadcaster partners in an effort to boost its sponsorship and display advertising revenue.

The Google-owned video site already broadcasts shows from Channel 4, Channel 5 and ITV’s Britain’s Got Talent in the UK, and the company says it would like to help more traditional media companies find new audiences.

YouTube is also investing in smaller production companies and amateur partners as it aims to encourage a “new generation” of content producers to join its revenue share programme rather than focus on traditional media.

YouTube’s revenue model grants the partner the majority share of advertising against their original content. Advertising can include sponsorship, product placement, pre-rolls and display.

Head of EMEA online partnerships Sara Mormino says the number of YouTube partners earning more than £10,000 a year from advertising has increased seven-fold over the past year.

She adds: “We have transformed the way people are thinking about advertising and associating brands to our content creators.”

Mormino says YouTube has been “extremely successful” with brands whose content does not always fit with traditional TV advertising, such as Old Spice, mobile phone cover company Zagg and tongue brush maker Orabrush.

YouTube is also investing in how content is consumed on the site by improving how new content can be discovered, queued or shared.

Mormino also confirms that YouTube is expanding its online movie rental service from the US to the UK.

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