Global will now sell advertising directly across its YouTube content network, giving podcast creators and advertisers another route to monetise video audiences.
The move means brands can buy premium advertising around video versions of Global podcast shows including The News Agents, My Therapist Ghosted Me and Up To Speed, along with video content from radio brands such as LBC and Capital.
According to Global, the expansion makes it the only UK media owner able to offer advertisers audio, outdoor and premium video through one commercial team.
The company says the move strengthens the position of Global Studios as a production and monetisation partner for podcasters.
In addition to hosting and distribution, creators can now access direct video monetisation through YouTube alongside audio advertising and promotional support from Global’s radio, digital and outdoor platforms.
To support the launch, Global has created a dedicated Video Sales team led by Fatima Dowlet, who joins from Channel 4 as Director of Video Sales.
Simon Pitts, Group CEO at Global, said selling premium YouTube inventory directly was “the natural next step” as the company has become home to some of the biggest podcast shows on the platform.
He added that the move helps make Global Studios “a true one-stop-shop for podcast shows”.
Alison Lomax, Managing Director, YouTube UK, said Global’s investment in YouTube creators and studio production has created “a powerful ecosystem where talent and audiences thrive”.
Mike Gordon, Chief Commercial Officer at Global, said advertisers will be able to add YouTube inventory to wider multi-platform campaigns to increase reach and effectiveness.
