Particle.news
Download on the App Store
4 ARTICLES
·
9h ago

YouTube Launches Open Call to Streamline Branded Content Partnerships

Powered by BrandConnect, the feature lets marketers publish creative briefs for creators to pitch videos in advance of a wider rollout.

Image
Sean Evans of "Hot Ones" (Credit: Stella Artois)
Image

Overview

  • Open Call integrates with YouTube BrandConnect to let select advertisers broadcast creative briefs to Partner Program creators.
  • Creators can proactively submit video pitches that align with brand guidelines and project parameters.
  • Brands review submissions and convert chosen videos into partnership ads for promotion through Google Ads.
  • The feature debuted at Cannes Lions 2025 and will expand beyond its initial group of advertisers in the coming months.
  • The launch builds on YouTube’s advertising tools and taps into its network of over 3 million Partner Program channels and 2.53 billion monthly users.