The Guardian was looking to increase online video access for its audience and achieve seamless integration with existing video workflows. They also wanted to make accessing its award-winning multimedia content easier for YouTube users, whilst effectively building new engaged audiences and digital revenues.
Rightster partnered with GNM on a two prong approach. They launched a private syndication portal (PSP) called Guardian Select Video to distribute and monetise its digital video portfolio to the Guardian Select publisher network. They also created and actively manage a YouTube channel in order to build audience and monetise video content.
Distribution - The Rightster PSP offers Guardian Select publishers a single platform to access Guardian videos, and its built-in embeddable player provides seamless integration of Guardian advertising. The branded portal provides the Guardian with complete control and visibility of all content distributed from the guardian.co.uk website and allows Guardian Select to drive new revenue streams by offering video to publishers.
Audience – GNM utilises 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 also manages all reporting, analytics, content claims, and revenue performance.
Revenue - The Rightster partnership enables the GNM 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.