Making Creator Headlines · Page 7
Zoo 55 Gives Guaranteed YouTube Ad Space Its Own Sales Representative
· New York time
ITV Studios digital label Zoo 55 has selected ad technology company Pixability to sell guaranteed placements on its YouTube channels to advertisers in the United States and Canada. Zoo 55 is connected to the studio behind programs including Love Island and Hell's Kitchen. The agreement concerns the commercial space surrounding video rather than a new show. Guaranteed placements give advertisers a way to arrange where their messages appear across the label's YouTube inventory, while Pixability takes on the task of representing that inventory in North America. It is the first time Zoo 55 has handed that inventory to a third party, according to the companies' announcement. For a studio with recognizable programming, online channels extend the life and reach of its content beyond the traditional television schedule. For advertisers, those channels offer access to viewers who may encounter a program through clips and digital distribution rather than a broadcast listing. The deal illustrates how much business can develop around a piece of video after the creative work is complete. The program needs an audience, the audience attracts advertisers, and the ad space acquires a representative. Even the pause around the entertainment has become a carefully managed part of the entertainment business, with its own North American sales arrangement.
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