In the last few days YouTube has launched a significant new feature in ‘YouTube Premium’ which includes background, ad-free listening, plus access to ‘YouTube Originals’. The platform has been heavily investing in original content and promises even more comedies, dramas, reality series, and adventure shows from global creators.
In this week’s global sponsored video chart from Tubular, YouTube makes its first appearance in the top ten after partnering with Gabbie Hanna of ‘The Gabbie Show’ to promote that original content. The video, which generated 3M views on Gabbie’s channel, features a character from YouTube’s brand new Premium ‘Impulse‘ show. The marketing campaign also includes other highly influential YouTube creators like JacksFilms, David Dobrik, and Jennxpen across a number of verticals to reach millions of specific views from a very targeted audience. Since Jan 2018, YouTube has worked with 60 different partners, to push, among other things, its coverage of top sporting events in conjunction with the NBA, and MLB.
Also generating huge views with sponsored video partnerships were Brasilian food brand Yoki who partnered with Tastemade Brasil on a walk-through for a delicious condensed milk drink which generated 5.2M sponsored views. Skip over to another continent, and we can confirm that BuzzFeed’s Proper Tasty partnered with Uncle Ben’s to create a twist on that trusted veggie stand-by, the stuffed pepper.
Another BuzzFeed property, Nifty, partnered with Miracle-Gro’s ‘MyGardenApp’ for a video that made the top ten list. With the demand for garden and DIY content high as we go into summer, the video generated 2.6M views on Nifty’s Facebook page. The Nifty page has over 31M followers (as opposed to MyGardenApp’s Facebook page which has 18K) so it made perfect sense for the sponsor to partner with this incredibly influential publisher. And the partnership with BuzzFeed doesn’t end there as the main website has also been publishing text-based content for what Miracle-Gro calls its ‘personalized, pocket-sized, gardening concierge’.
Between the 10th and 16th of June 2018, 4,384 brands sponsored 9,742 videos that were directly uploaded to brand partners channels and pages on YouTube and Facebook.. These are the top 10 ranked by views generated in the first 3 days (V3). Sponsored video volume is growing rapidly as brands try to find alternatives to ad blockers and “on my phone while the TV ad is playing” culture. As the industry leader, Tubular publishes a weekly leaderboard on who’s winning in the world of sponsored video. Our DealMaker product tracks thousands of sponsored video campaigns from global brands and media companies. Congrats to all of the brands and publishers featured this week!
Want to Know More About Sponsored Video?
As a publisher of sponsored video in this highly competitive world, consider using Tubular’s DealMaker to arm your sales teams to find the right sponsors for your audience, pitch them effectively, and report back on performance with industry-leading benchmarks. The Top Ten Global Videos Leaderboard chart is powered by the data provided by Dealmaker, and for more information on the industry-changing product please click here.