With rising advertiser concerns over messages placed on controversial YouTube videos, Studio71 will offer direct media buys through a programmatic guaranteed solution.
The multichannel network is home to more than 600 creators including Lilly Singh, Rhett & Link, and Logan Paul. Thanks to its stable of creators, Studio71 aims to help advertisers sidestep issues of offensive content.
The process will enable ad buyers to consolidate YouTube-reserved media through DoubleClick Bid Manager, while guaranteeing non-skippable inventory on Studio71’s top curated channels.
“All of the placement of your brand messages will be within your control,” Matt Seiler, Studio71’s president, told Adweek. “You’ll have access to all of our inventory and data, and you won’t have to worry about safety.”
Matt Crowley, Studio71’s newly hired evp of media sales, will help develop the transparency and relationships with advertising partners interested in these flexible buying options.
“A lot goes on behind the scenes to develop the technology between us and Google to make this process simple for our advertising partners,” said Seiler. “We can show agencies or clients how they can reach their audience within our network. It’s as easy as buying from Google directly.”
Studio 71 currently has 1,200 channels on YouTube with more than 6.7 billion monthly views. They claim 95 percent year-over-year growth in video views. Studio71 will share more details on the ad buying process during its NewFronts presentation on May 9.