Global, the Media & Entertainment group, has announced that it will directly sell premium advertising across its expanding YouTube content network for the first time, creating new opportunities for brands to reach audiences watching its original podcast shows, as well as viral video content from some of the UK’s best-loved radio brands including LBC and Capital

Global joins a select group of UK media owners, including ITV, Channel 4 and Sky, with direct YouTube sales capability, reinforcing its position in the premium video market.

To support the next phase of growth, Global has also launched a dedicated Video Sales team led by Fatima Dowlet, who joins from Channel 4 as Director of Video Sales.

Simon Pitts, Group CEO at Global, commented: “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. We are now the only UK media owner where advertisers can access premium audio, video and outdoor at scale, all in one place. This move also cements Global Studios as a true one-stop-shop for podcast shows, where the best creators can access market-leading production and monetisation and connect their shows with the biggest audiences.”

Alison Lomax, Managing Director, YouTube UK, said: “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. By building a rich, highly engaged content network, they have created a powerful ecosystem where talent and audiences thrive. We are thrilled to see them build on this further, transforming that creative investment into a robust monetisation strategy that unlocks incredible premium video opportunities for UK advertisers.”

Mike Gordon, Chief Commercial Officer at Global, added: “Advertisers will now be able to access premium, targeted spot advertising within Global’s most popular shows and brands, as well as integrate YouTube inventory into broader multi-platform partnership campaigns. We can work with clients to extend campaigns into premium video, increasing reach, impact and effectiveness.”

Global now operates one of the UK’s leading YouTube content networks, which includes Global Original podcast shows such as The News Agents, Up To Speed and My Therapist Ghosted Me, next-generation production groups The Fellas Studios and The Overlap, as well as new video-first formats from UK radio brands.  The capability opens up premium, targeted video opportunities across Global’s YouTube content portfolio for advertisers, while also allowing YouTube inventory to be integrated into wider commercial partnerships. This creates greater flexibility for clients and agencies, and enables Global to increase the value and reach of campaigns.

The announcement also builds on a long-standing partnership between Global and YouTube. The two companies have worked together for many years, including streaming flagship live events such as Capital’s Summertime Ball and Jingle Bell Balls.

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Categories: Advertising, Articles, Digital Radio, OTT

Tags: advertising, Global, podcast, youtube