The new service, which will commence in September, will mirror the current partner program in that it will help content creators monetise their video creations. It’s estimated that over one million content creators are now benefitting from the current partner program, which first launched back in 2007.
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.”
Whilst the initial batch of advertisers looking to exploit the new arrangements includes big names such as Johnson & Johnson, Pepsico and American Express, the site also plans to have over 100 other advertisers join the programme by the conclusion of 2014.
With content marketing having become an essential part of an organisation’s armoury, this latest announcement will likely generate a lot of excitement, with the obvious potential there for both generating money and for reaching out to the more than one billion viewers who check out the site every month.
YouTube global head of content Robert Kyncl said:
“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.”