Warner Music Group signed a new partnership with Sony Pictures subsidiary Internet Media Services (IMS): this in order to boost its advertising revenues in some under-monetised parts of the world.
IMS will be managing the ad inventory for WMG’s YouTube channels in Russia, Poland, Spain, Portugal, and all of Latin America bar Brazil.
According to Warner, IMS can capitalise on “previously untapped potential” in these markets around music videos. The bigger picture here is the desire to make more of advertising around music on YouTube, with music videos presented as a “brand-safe” opportunity compared to some of the wilder content on the platform.
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