Universal Music Group’s YouTube Inventory

Reach fans where they watchAccess Universal Music Group's premium YouTube inventory

Propel Digital are Official Media Consultancy Partners with Universal Music Group for their YouTube Advertising Inventory – giving brands access to one of the most premium advertising opportunities in the market.

Explore UMG’s Premium Ad Inventory

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Cut through the noise on the world's largest video entertainment platform

YouTube has the greatest share of video viewing time across multiple audiences, yet advertisers often face obstacles like fragmented audience insights, limited access to first-party data, and brand safety concerns.

Does any of this sound familiar?

I need to ensure my ads appear in brand-safe content

I need to reach the right audience with precision, but it’s hard to know who I’m really connecting with

I’m fed up with appearing in low quality environments when buying open-market inventory

With access to Universal Music Group’s premium YouTube inventory, we give you unparalleled access to an audience of engaged fans with data-backed insights to guide your campaigns.

Unparalleled access to UMG’s Premium YouTube Inventory

As the authorised media consultancy partner for Universal Music Group’s YouTube ad inventory in the UK and EMEA, we offer you exclusive access to the greatest volumes of music and entertainment content on the platform. Here’s how we help you overcome common challenges and unlock the potential of premium YouTube advertising.

Unique Omnichannel Fan InsightsOnly UMG sees how fans engage with its artists across platforms, and we can leverage insights to build audiences.

Proprietary Audience DataBuild targeting segments based on context, viewing behaviour and fan engagement across UMG’s vast artist ecosystem.

Brand-Safe And Fully Certified ContentAds are delivered only against content that has been fully certified by UMG providing a brand-safe environment.

Competitive Premium PricingRange of exclusive targeting packages providing access to premium audiences at a competitive price.

Ease of AccessBuy via existing DV360 seat, and deals contribute directly to pre-existing Google/YouTube trading agreements.

The results speak for themselves

We don’t just talk the talk – our clients consistently see measurable improvements.

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Work with us

Reach the right audience with exclusive UMG targeting optionsWith Universal Music Group’s extensive YouTube ecosystem, we offer an unparalleled range of targeting options, letting you connect with audiences who matter most to your brand. Whether it’s official artist content, fan-generated videos, or niche interest groups, our targeting packages ensure you reach the right viewers, at the right time.

Premium Run of NetworkOur Premium RON package offers diverse ways to connect with engaged fans in brand-safe environments.

Official Content
Advertise across artist and label channels, concert footage, behind-the-scenes content, and more – all curated and certified for brand safety.

Creator Content
Access UMG-claimed content from superfans and creators, including makeup tutorials, unboxing videos, and other creative formats, all leveraging UMG’s extensive rights and data.

Interest CategoriesLeverage over 30 pre-built interest categories made from UMG’s first-party and artist data. With exclusive insights into fan behaviour and preferences, these categories allow you to connect with passionate audiences based on interests that go beyond demographics.

Custom PackagesLooking for something unique? We offer custom packages tailored to specific demographics, cultural moments, and viewing preferences, such as LGBTQ+, CTV-only, artist genres, brand-insight driven, cultural moments and more.

Efficient, transparent & always focused on resultsWe believe the best results come from clear communication, collaboration, and constant optimisation.
Here’s what working with us looks like.

Discovery & Strategy

We’ll dive deep into your business, goals, and audience to craft a custom strategy that fits your needs — not someone else’s.

Launch & Scale

Once your campaigns are up and running, we’re constantly analysing the data, optimising bids, and refining targeting to ensure every dollar is well-spent.

Constant Optimisation

Paid Media is never set-it-and-forget-it. We continually tweak your campaigns to maximise performance as we collect more data.

Transparent Reporting

You’ll always know how your campaigns are performing, with regular reports that show clear, actionable insights — not just numbers.

Frequently asked questionsGot questions about advertising with UMG’s premium YouTube inventory? We’re here to help.

UMG’s proprietary data provides detailed insights into fan interests, behaviours, and viewing patterns, helping you connect with your audience on a deeper level.

It’s simple! By booking with Propel Digital we will unlock access to UMG’s inventory directly from within your DV360 seat, so you can manage your campaigns seamlessly.

Absolutely. We offer flexible targeting options within UMG’s inventory, allowing you to reach broad or niche audiences based on your campaign goals.

Ready to connect with fans through YouTube’s number 1 entertainment provider? Let’s bring your brand to life with exclusive access to UMG’s premium YouTube content, reaching engaged fans at scale.