YouTube hires ITVs Bateson to head European marketing

YouTube has appointed ITV director of viewer marketing Anna Bateson as its European marketing director.

She will join the video-sharing site in May to grow the YouTube brand across Europe, as well as develop commercial opportunities.

Bateson – who joined ITV in 2006 having previously been VP of marketing at MTV- arrives at YouTube a month after its UK head, Jonathan Gillespie, left to become commercial director of GMG Radio.

YouTube owner Google has recently stepped up its attempts to monetise the site, rolling out a series of new and revamped home-page ads last month ( 19 January 2009).

In November YouTube launched Sponsored Videos, a video ad auction model similar to Google’s AdWords search product ( 13 November 2008).

Last month it also began trialing video downloads.

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