After exceeding traditional network television in viewership, YouTube had cemented its place in the mainstream media mix for advertisers everywhere. With more viewers, Creators, formats, and increased time spent on the platform, brands were embracing the channel – with one exception: premium content, which was still dominated by the traditional networks.

To show brands and advertisers across Canada that YouTube was more than a Creator platform, we introduced YouTube Features – a two-day event series that brought the magic and entertainment from the premium content on screen, into real life. Rather than a large stage show, this solution was designed with premium content in mind, which meant smaller audiences, more personalization, and a level of exclusivity that transcends the competition, and reinforces the value of YouTube.

With a focus on sports and music – the two pillars that YouTube’s top clients invest in the most – each event transformed our host venue into an inspired destination relevant to the category, and featured live performances from leading names and talent in the industry, executive talks from YouTube and Google leadership, premium hospitality and gifting. This offered our small audience the chance to step into the YouTube world, with engagement instead of simple viewing – speaking directly to the point of difference that the platform offers.