Google has acquired marketing platform FameBit as it steps up its plans to facilitate “creative collaborations” between YouTube’s vlogging stars and big brands. The move will bring content creators and brands closer together and make it easier for those on the platform to generate revenue from native advertising and sponsored content.
In a blog post announcing the news, Google revealed that the top 100 advertisers have increased their ad spend on YouTube by 50 per cent during the last 12 months and that more brands and publishers are making the original video-sharing site essential to their content marketing strategies.
With this in mind, Google has bought FameBit to “increase the number of branded content opportunities” as it looks to drive more revenue to the online video community via relevant and meaningful video clips. FameBit will continue to work as a standalone operation for now by doing what it does best — enabling creators and brands to work together through paid promotion and sponsorship deals.
“We believe that Google’s relationship with brands and YouTube’s partnerships with creators, combined with FameBit’s technology and expertise, will help increase the number of branded content opportunities available, bringing even more revenue into the online video community,” Google Product Management Vice President Ariel Bardin said.
FameBit has said that it is currently trusted by more than 11,000 brands and 45,000 creators, so it appears to be the ideal platform for Google as it looks to retain its position as the primary place for video content creation on the web. The democratised marketplace is set to be key to helping networks and agencies to pinpoint the influencers who can spread their message effectively.
FameBit cofounders David Kierzkowski and Agnes Kozera added: “With Google’s relationship with brands large and small and YouTube’s partnership with creators around the globe, we hope to connect even more brands to creators, engage more audiences and make brand marketing more creative and authentic than ever.”
Digital ad spend is growing fast in the United States and is predicted to be 37 per cent higher than TV by the end of the decade, according to new data published by market research enterprise eMarketer.