IPC to sell ads around its YouTube channels

by John Reynolds, mediaweek.co.uk 02-Jul-09, 15:59

LONDOn - IPC is the latest media owner to sign a deal with YouTube to sell advertising across its own content on the video-sharing website.

IPC, publisher of Marie Claire, currently operates over 25 YouTube channels across different subject areas, including a Marie Claire and What's on TV channel.

Under the deal, IPC will sell advertising content around NME and Nuts, its lifestyle and music brands.

Both companies will benefit from revenue earned through the commercial tie-up, although exact details have not been disclosed.

The agreement follows a similar deal struck in May this year by YouTube and Channel 4, which became the first terrestrial broadcaster to forge such a deal with YouTube.

Patrick Walker, YouTube director of partnerships, said the company had been busy introducing new ad formats and providing partners with the flexibility to sell their own inventory.