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 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 successful video channels on YouTube. www.youtube.com/user/nmetv showcases the best live sessions, interviews and news while www.youtube.com/user/nuts is the home to exclusive video content with celebrity interviews, irreverent reviews and the WKD Nuts Football Awards.
IPC Media digital director Neil Robinson (pictured) 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.”
About IPC Media
IPC says: “IPC Media is one of the leading consumer magazine publishers in the UK. Its five publishing divisions are: IPC Southbank, IPC TX, IPC Ignite, IPC Connect and IPC Inspire. IPC is wholly owned by Time Warner, one of the world's largest media groups.”
About YouTube
YouTube says: “Founded in February 2005, YouTube is the world's most popular online video community, allowing millions of people to discover, watch and share originally created videos. YouTube provides a forum for people to connect, inform and inspire others across the globe and acts as a distribution platform for original content creators and advertisers large and small.”
