IAB Upfronts 2025: How YouTube is putting brands at the heart of culture
YouTube took centre stage at a panel discussion for its role in enabling advertisers to be a part of creator-led cultural moments at the IAB UK Media Upfronts 25 event.
The panel was hosted by Carl Read, director of agencies and partners at Google and featured Emma Harman, co-CEO of Whalar, Roya Zeitoune, head of culture and trends EMEA at YouTube, and Taz, a YouTube creator.
The panel highlighted the rise of YouTube and the creator economy, outlining its place in enabling brands to be a part of cultural moments, scale reach, deepen engagement, and target younger audiences.
Read suggested YouTube is now the largest commercial platform in the UK for both reach and watch time, with 47m adults watching an average of 78 minutes per day.
YouTube also lays claim to being the number one platform in the UK for creator content, which they say is reshaping marketing from a top-down model of traditional media to a ground-up, community-led approach.
Harman said:”Entertainment has changed, culture is now rising from the ground up and YouTube is at the heart of that.”
The need to evolve
The panel outlined how there has been a noticeable shift from brands, who are now recognising the value in being present in cultural moments.
Harman highlighted: “Brands want to show up in culture in a meaningful way, and there has been a shift especially on YouTube to partner with creators.”
Harman underlined the importance for brands in building relationships with creators.
YouTube shorts were mentioned in particular for their ability to help creators, and the brands who back them break though.
“It’s not just the short-form format,” Harman added. “It’s the whole ecosystem around search and discovery on YouTube that helps blow things up.”
The panel discussed the growing trend from brands of moving towards more ownable formats, which would allow them to contribute to culture in a way feels both native and nuanced.
“The scale you can get by working with creators on YouTube is actually outpacing many traditional forms of media,” claimed Harman.
Authenticity is key
The theme of authenticity resonated throughout the session, with the panel agreeing that brands can learn from creators when it comes to speaking authentically to their audiences.
Read said: “The notion of baking ideas is really important.”
Those brands who are working with creators or implementing creators into their campaigns are seeing the results. The case study of Experian’s campaign with Nella Rose, was exemplified as a brand working with creators in an interesting way to reach audiences in a more authentic way.
Another standout example was the NFL, who have partnered with creators across fashion, art and music as well as launching a weekly series, ‘Creator of the Week,’ which Harman described as “one of the most successful campaigns they have ever done,” in terms of views, watch time and its business and commercial impact.
Planning ahead and building long-term affinity
The panel made clear that working with creators on YouTube is key for building brand over the long term, and advertisers and brands should be open to it.
Harman said: “You’ve got to test and you’ve got to try things.” She alluded to the fast-paced nature of the creator space, however, stated that the communities creators have can bring opportunities for brands.
Meanwhile, Read outlined that for brands looking to stay ahead, building meaningful presence at the heart of culture on platforms like YouTube is imperative.
“Immerse yourself, people’s expectations are that brands really get this,” said Read.