Guardian beefs up YouTube content as ‘Three Little Pigs’ ad gets 1m views

31/05/2012

Guardian News & Media (GNM) has partnered with video firm Rightster to enhance and manage its YouTube channels, introducing new ad formats in the process. The Guardian’s main YouTube channel currently has over 11,000 subscribers, a number that has more than doubled in the last year. The new deal will see the publisher simplify the process of managing and optimising its YouTube channels.

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GNM will utilise Rightster’s technology systems to develop content strategy, build audience, manage channel operations, and monetise video via Rightster’s media sales team, for the Guardian’s main YouTube channel, as well as its existing music and forthcoming new specialist content channels.

Rightster will also manage all reporting, analytics, content claims, and revenue performance.

The partnership will also enable the Guardian to optimise advertising revenue on YouTube, as it aims to bring new revenues from premium brand sponsorship opportunities, and leveraging the full suite of ad formats on YouTube.

Three Little Pigs ‘most viewed ad’

Announcing the partnership, GNM revealed that it’s Three Little Pigs campaign advert has now been viewed on its YouTube channel over 1 million times, making it the Guardian’s most-viewed YouTube video since the channel launched in 2006.

Stephen Folwell, Director of Business Development and Brand Extensions, Guardian News & Media, said: “YouTube is an important platform for the Guardian, and in the last year monthly views of the Guardian’s video content on YouTube have increased by 44%, from 450,000 a month in April 2011 to 650,000 in April 2012.”

“We are therefore delighted to be partnering with Rightster to enhance the Guardian's presence on the world’s biggest video sharing platform. Since launching our digital-first strategy last year, we have been striving to make our content available on more platforms than ever before, and this partnership will enable us to build on the Guardian’s existing YouTube presence, and bring our multimedia journalism to new, engaged audiences.”

Charlie Muirhead, Founder and Chief Executive Officer, Rightster, said: “We’re excited to support the Guardian as it continues to be a global leader in multimedia content. Rightster’s software system makes the task of distributing, monetising, and promoting video content through YouTube - and other channels - simple and efficient. Moving forward, the Guardian will be able to attract more viewers and grow its audience online, while using our media sales expertise to improve monetisation and access new revenue streams.”

www.youtube.com/TheGuardian

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