YouTube is expanding content acquisitions, allowing brands to become exclusive advertisers through additional inventory, including:
Entire creator channels. Custom alignments. Playlists. Specific videos.
What are content acquisitions? YouTube’s content acquisitions give brands exclusive control over specific inventory, ensuring that only their ads are shown during a designated period. This solution allows brands to effectively wrap content, whether it’s entire channels or specific videos, ensuring that when viewers interact with that inventory, they’re exclusively presented with ads from their chosen brand, giving that company 100% share of voice (SOV).
Taking advantage of trends. During major events like the Super Bowl, where there is a predictable spike in interest in specific topics, brands can strategically capitalize on content acquisitions to reach a wider audience. For example, if Usher is performing at the Super Bowl and there is an anticipated spike in interest in his music, brands can buy a content takeover of Usher’s YouTube channel during that period. This tactical move ensures that any viewer who tunes into Usher’s YouTube videos during the Super Bowl when demand inevitably peaks will exclusively see content and ads from the sponsoring brand.
Why we care While content acquisition presents a substantial opportunity to expand reach and secure 100% share of voice, it is likely to come with a significant price tag.
What YouTube says. A YouTube spokesperson told Search Engine Land:
“YouTube is expanding this solution with more content packs – a unique opportunity for advertisers to get high SOV on relevant creator channels, custom lineups and/or playlists.” “This includes owning the moment a creator releases their next big video, such as Jason and Travis Kelce’s New Heights YouTube channel, giving an advertiser 100% SOV on their scheduled channel for their weekly drops of video”.
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About the author
Nicola Agius is Search Engine Land’s paid media editor after joining in 2023. She covers paid media, retail media and more. Prior to that, she was Director of SEO at Jungle Creations (2020-2023), overseeing the company’s editorial strategy for various websites. He has more than 15 years of experience in journalism and previously worked at OK! Magazine (2010-2014), Mail Online (2014-2015), Mirror (2015-2017), Digital Spy (2017-2018) and The Sun (2018-2020). He also previously partnered with SEO agency Blue Array to co-author the Amazon best-selling book Mastering In-House SEO.
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