After enhancing its YouTube channel through a partnership with UK firm Rightster, Guardian News & Media has reached 1mn views for its Three Little Pigs campaign advert on YouTube.
Guardian News & Media (GNM), which publishes UK broadsheets The Guardian and The Observer, along with one of the world’s most popular news websites (guardian.co.uk), currently has over 11,000 subscribers for its main YouTube channel (here) – a number that has more than doubled in the last year.
The Three Little Pigs campaign was conceived by GNM to illustrate its take on the concept of open journalism, in which an initial newspaper headline sparks reader discussion on social media networks, leading to unexpected developments for the original story.
The Guardian has consistently led the adoption of social media and other emerging digital channels by news gathering organisations as a way to interact more fully with audiences on new platforms: the Guardian app for iOS and Android devices was one of the first to be launched by a large news and media group, and by common agreement remains one of the very best.
GNM will utilise Rightster’s technology systems to develop content strategy, build audience, manage channel operations, and monetise video via Rightster’s media sales team, for the Guardian’s main YouTube channel, as well as its existing music and forthcoming new specialist content channels. Rightster will also manage all reporting, analytics, content claims, and revenue performance.
The partnership will also enable the Guardian to optimise advertising revenue on YouTube, bringing new revenues from exclusive premium brand sponsorship opportunities, and leveraging the full suite of ad formats on YouTube.
Stephen Folwell, Director of Business Development and Brand Extensions, Guardian News & Media, said: “YouTube is an important platform for the Guardian, and in the last year monthly views of the Guardian’s video content on YouTube have increased by 44%, from 450,000 a month in April 2011 to 650,000 in April 2012.”
“We are therefore delighted to be partnering with Rightster to enhance the Guardian’s presence on the world’s biggest video sharing platform. Since launching our digital-first strategy last year, we have been striving to make our content available on more platforms than ever before, and this partnership will enable us to build on the Guardian’s existing YouTube presence, and bring our multimedia journalism to new, engaged audiences.”