YouTube has confirmed it will be opening its partner program to advertisers in the near future.

The hugely popular video-sharing site will provide a service in September much like its current partner program: A scheme dedicated to helping content creators monetise their video creations.

In total more than one million content creators are now part of its partner program, launched in 2007, assisted by the expertise and guidance of a significant number of YouTube executives.

YouTube vice president of video online global sales, Lucas Watson, said: “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.”

The initial batch of advertising partners includes the like of American Express, Johnson & Johnson and Pepsico and although it is only a pilot scheme at first, the video-sharing site hopes to have more than 100 advertisers on board by the end of 2014.

With content marketing all the rage at the amount among digital marketing professionals, YouTube is obviously looking to further capitalise on a user base of one billion monthly viewers: In fact, only last month it also announced the launch of a paid subscription service to cash in on the popularity of its platform.

However, Google is keen for advertisers jumping on board its latest YouTube project to generate adverts made specifically for the video-sharing site as opposed to simply repackaging TV ads.

Discussing how the site will assist the advertisers in getting the most from the site, YouTube global head of content, Robert Kyncl, added:  “Advertisers will receive the same white glove treatment as top content creators do.

“Each brand will be treated just like a content partner, be assigned a content partner manager who will help them manage their channels, devise content strategies and advise the on audience development.”

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About the author:

Martin Boonham is an online copywriter for ClickThrough Marketing, he has worked there since October 2012. He has a Masters in Print Journalism from Nottingham Trent University, where he also gained his NCTJ qualification at the same time; achieving qualifications in subbing, shorthand and media law.