How advertising on Broadcaster YouTube channels can deliver premium reach and impact
In an ever-divided media landscape, advertisers face a tougher challenge than ever: finding scale, trust and additional reach. Is strategic use of broadcaster-owned YouTube channels an effective way to deliver them all?
As the media landscape continues to evolve and fragment, advertisers remain committed to finding environments that offer scale, trust and additional reach —though navigating this has become increasingly complex.
While social platforms, streaming services, and traditional TV continue to compete for attention, one area that can offer a more strategic, effective solution to help you extend your TV reach advertising within broadcaster-owned YouTube channels.
These extensions of trusted TV channels can offer a unique opportunity for brands to connect with engaged (and often younger) audiences combining the reach of the platform with the credibility and brand safety associated with premium content.
Some key advantages of including ITV, Channel4 or Sky YouTube on a linear plan are;
- The ability to extend your linear reach similar to adding in BVOD or CTV
- High impact attention due to the dominance of big screen viewing
- Brand safe, quality environment
- Enhanced targeting opportunities
- Access to peak programming / contextual content
With the recent launch of YouTube audience monitoring via BARB (albeit only the top 200 channels), looking holistically at your TV schedule across your linear and digital video activity should become easier and more accurate offering greater understanding of how to reach different audiences in the most effective way.
For advertisers with more modest budgets which may prohibit a linear TV campaign or those looking to shift investment gradually from a purely digital focus, a combination of BVOD (and/or AdPause) CTV and broadcaster YouTube can deliver effective access to their target audience within that all important broadcast quality content.
In terms of caution, deploying a specific Broadcaster YouTube solution can command cost per thousands that are on the higher side particularly when adding on layers of targeting but still more than comparable to other YouTube inventory costs.
All in all, advertisers looking to maximise the impact of their combined video investment should consider broadcaster-owned YouTube channels as an effective way to ensure they’re connecting with audiences wherever they choose to watch — without sacrificing safety, scale, or impact.
