The YouTube Partner Program will now be open to advertisers as a way to help them create innovative content for the video streaming platform’s audience.
YouTube announced the Partner Program’s expansion at Cannes Lions International Festival of Creativity in France, an annual event that attracts advertisers and digital innovators alike. American Express, General Electric, Johnson & Johnson and PepsiCo have been named as the first Partners when the program launches this fall. By next year, YouTube hopes to include 100 advertising partners into the program.
Lucas Watson, vice president of video online global sales at YouTube, said in a statement: “By inviting advertisers into our partner program, we hope to give them access to resources and expertise that will help them develop even more compelling and authentic content on YouTube. With more than 1 billion people tuning into YouTube every month, we have a wonderful opportunity for brands to build deeper connections with their most passionate fans, reach global audiences, and ultimately build greater awareness for their products and services.”
The first advertisers will attend workshops at the YouTube Space in Los Angeles this September, where they will have state-of-the-art resources and learn from YouTube experts how to create engaging, compelling content. The partnerships will also include ways that brands can collaborate with YouTube’s top creators, and brands will be assigned a dedicated partner manager to guide them in creating content strategies, building their audiences and programming their videos.
YouTube’s Partner Program expansion shares similarities with Vimeo’s Brand Creator Fund. Both sites are trying to court prominent advertisers and they are also pairing up their respective top creators with brands to create innovative content.
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