Dailymotion, Yahoo! UK ink ad deal

Pascale Paoli-Lebailly | 09-10-2013

Dailymotion has partnered with Yahoo! UK to serve ads across its UK property.

Yahoo! UK has been appointed as the sole sales representative for the video platform.

Yahoo! will be responsible for the direct sales of Dailymotion's inventory in the UK and act as its local contact for media agencies and advertisers for specific campaign buys.

This exclusive deal, for both Web and mobile advertising, follows a two-year partnership in Italy, which has seen Yahoo! exclusively sell Dailymotion's Italian inventory.

Dailymotion attracts 9.2 million monthly unique users in the UK and has a strong youth audience, with 51% of users aged between 15 and 34.

This deal should increase the breadth of video advertising opportunities Yahoo! can now offer UK clients, additional to those on the Yahoo! network.

"This partnership with Dailymotion will offer yet more opportunities for our advertisers to reach audiences from key demographics, including younger users. As a global media platform for music, sport, news and entertainment video content, Dailymotion adds an exciting new dimension to our video advertising business in the UK," says Piers North, strategy director, Yahoo! UK.