"The VIP packages, sold both directly to advertisers and through agencies, are built around spend thresholds. The more an advertiser commits, the more they unlock - credits, price discounts and access to higher tiers of creators. The specifics of those incentives and tiers, however, remain under wraps. What stands out though is who YouTube is aiming these deals at. The pitch is landing squarely on TV advertisers - buyers used to making larger commitments in exchange for better access, sharper pricing and a more predictable schedule."
""The VIP program is really beneficial for clients because they can get credits, price advantages and tap into YouTube's creators, who create custom content," said Hermelinda Fernandez, svp, digital investment at Canvas Worldwide, adding that her clients want to buy YouTube this way. "Advertisers have the ability to try and create more of a TV schedule on the platform as well," she added."
YouTube is offering VIP packages that use spend thresholds to unlock incentives such as credits, price discounts, and access to higher-tier creators. The program targets TV advertisers accustomed to larger commitments for better access, sharper pricing, and predictable schedules. The initiative adopts TV-style buying mechanics and economics while maintaining creator-driven content, creating tension for some buyers. Access to certain creators can be restricted to VIP buyers, aligning YouTube with upfront-like commitments. The deals also aim to shift more connected-TV advertising dollars into Google's DV360 ecosystem. Specific incentive tiers and details of the offers remain undisclosed.
Read at Digiday
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