IPC to sell advertising on YouTube

IPC Media has signed a new partnership deal with YouTube to sell advertising across its own content on the online video site.

The publisher currently operates over 25 YouTube channels, with brands including Marie Claire, Decanter and What’s on TV uploading more than 2000 videos to the site, generating around 38 million views to date.

The new partnership, which will see IPC become the first print publisher in the UK to sell ad space on YouTube, initially involves IPC selling advertising around content for IPC Ignite’s men and music brands, such as NME and Nuts.

IPC Ignite’s digital sales director Andrew Sanders, who negotiated the deal, said: “NME and Nuts are the perfect brands to lead this revenue sharing partnership. Not only are they hugely strong cross platform brands, but they are masters at generating must-see video content for their audiences.

“The partnership with YouTube will enable us to extend our reach for advertisers outside of our immediate footprint to find their key audiences wherever they are engaged with our brands.”

On YouTube, NME‘s video content currently consists of live music sessions, interviews and industry news, while Nuts features exclusive celebrity interviews, reviews and the Nuts Football Awards.

IPC’s digital director, Neil Robinson, said: “IPC has some incredibly powerful brands producing engaging video content and we have already built a successful presence on YouTube. It makes perfect sense moving forward to partner in this way to monetise our brilliant content via such a powerful medium.”

YouTube’s director of partnerships, Patrick Walker, added: “We’ve been busy introducing new ad formats and providing partners with the flexibility to sell their own inventory, and we look forward to working with IPC as the first UK print publisher to explore these new opportunities.”