IPC Media partners with YouTube to sell advertising around its video content

IPC Media announces a new partnership with YouTube making it the first print publisher in the UK to sell advertising across its own video content on the world’s most popular online video community

Currently IPC operates over 25 YouTube channels across a vast array of interest areas. IPC brands – including Marie Claire, Decanter, What’s on TV, Web User and What Digital Camera – have uploaded over 2,000 videos onto YouTube, generating over 38 million views to date.

The deal will see IPC initially selling advertising around content for hugely popular IPC Ignite men and music brands including NME and Nuts.

IPC Ignite digital sales director Andrew Sanders, who negotiated the deal with YouTube, says: “NME and Nuts are the perfect brands to lead this revenue sharing partnership. Not only are they hugely strong cross platform brands, but they are masters at generating must-see video content for their audiences. The partnership with YouTube will enable us to extend our reach for advertisers outside of our immediate footprint to find their key audiences wherever they are engaged with our brands.”

NME and Nuts operate highly successful video channels on YouTube. www.youtube.com/user/nmetv showcases the very best live sessions, interviews and news while www.youtube.com/user/nuts is the home to exclusive video content crammed with celebrity interviews, irreverent reviews and the WKD Nuts Football Awards.

IPC Media digital director Neil Robinson adds: “IPC has some incredibly powerful brands producing engaging video content and we have already built a successful presence on YouTube. It makes perfect sense moving forward to partner in this way to monetise our brilliant content via such a powerful medium.”

Patrick Walker, YouTube Director of Partnerships, says: “We’ve had a very positive relationship with IPC for some time, and we’re delighted to be deepening this further. We’ve been busy introducing new ad formats and providing partners with the flexibility to sell their own inventory, and we look forward to working with IPC as the first UK print publisher to explore these new opportunities.”