Global announces premium video advertising capability on YouTube

Global has announced today that it will directly sell premium advertising across its YouTube content network for the first time.

The move gives brands an opportunity to reach audiences watching Global’s original podcast shows, such as The News Agents and Up to Speed, as well as video content from its radio brands LBC and Capital.

With the addition of premium video, Global is now the only UK media owner able to offer advertisers audio, outdoor, and premium video all in one place.

Simon Pitts, group CEO at Global, said: “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.”

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.

The premium inventory available to advertisers will span Global’s entire YouTube content network, which has more than 16m subscribers and 150m monthly views.

Alison Lomax, managing director at 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.”

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 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.