YouTube has chosen up-and-coming stars of the platform as the focus of a new ad campaign that will feature the brand's first programmatic cinema advertising.
The Google-owned social video site is rolling out ads featuring 18 UK-based YouTube creators - who have a combined subscriber figure exceeding 48 million - today (November 7th).
Cinema screens, bus shelters and digital panels alongside escalators are some of the out-of-home sites that will host the ads, which run until December 12th.
Partner websites like Vice and Time Out will also display content, while YouTube's masthead will take on 360-degree functionality that lets user explore each creator featured in the campaign.
Marketing director for Europe, the Middle East and Africa at YouTube Rich Waterworth described the campaign as "a celebration of the quality and diversity of content" on the platform.
"It’s our openness that keeps creators at the cutting-edge of creativity; a place where trends are broken and go mainstream; where new stars are born; new voices heard, and where the audience is truly in charge," he added.