YouTube has opened up a content solution to advertisers in the UK which aims to help them to reach audiences through content relevant to their brand. YouTube Select enables advertisers to reach relevant consumers by selecting specific content categories to advertise on.

Select, which launched in the US earlier this year, has features including ‘Lineups’, which pre-packages the most-watched content on YouTube across key categories, genres, and audiences; sponsorship opportunities for brands around Sports and Music content, such as the Olympics, F1, Brit Awards, and Euro 2021; and ‘Custom’, giving advertisers the chance to build their own lineups and curate a tailored strategy.

“With YouTube Select, advertisers have an array of creatively diverse British channels and creators at their fingertips. Now with greater ease than ever before, YouTube Select helps advertisers place their brands alongside the voices and the content shaping the UK’s cultural conversations today,” said Ben McOwen Wilson, UK Managing Director at YouTube.

According to ComScore, YouTube is used by 96 per cent of online adults in the UK each month and, on average, these people watch 46 minutes of YouTube per day. More than 20m people now also watch YouTube on their TV.

“With YouTube Select, we are giving UK advertisers the best opportunity to connect with these audiences and capitalise on this unique combination of YouTube and TV,” said Philip Miles, UK Sales Director at YouTube.