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YouTube brings advertisers into Partner Program

YouTube has announced it will begin inviting advertisers to join its partner program.

Partner up

YouTube's partner program is a free service that provides creators with resources to improve production skills, increase fan bases and monetise their content. Typically users in the partner program include musicians, filmmakers, artists and athletes.

Now the doors are open to brands.

Advertising action

YouTube will begin working with advertisers this September with a workshop in Los Angeles, where YouTube's top creators will advise brands including American Express, General Electric, Johnson & Johnson and PepsiCo, in addition to their affiliated agencies.

Viral video marketing

The move marks YouTube's commitment to train advertisers in producing innovative content tailored for online and mobile audiences, rather than simply re-hashing videos made for TV and other mediums. The program is similar to Vimeo's Brand Creator Fund.

“By inviting advertisers into our partner program, we hope to give them access to resources and expertise that will help them develop even more compelling and authentic content on YouTube.

“With more than 1 billion people tuning into YouTube every month, we have a wonderful opportunity for brands to build deeper connections with their most passionate fans, reach global audiences, and ultimately build greater awareness for their products and services,” said YouTube's vice president of video online global sales Lucas Watson, in a press release.

If successful the program is expected to roll out to new markets in 2014.

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