Creator Insights: YouTube at the Epicentre of Culture

This week on The IAB UK Podcast, James kicks off a special two-part miniseries in partnership with YouTube. In Episode 1, he’s joined by Roya Zeitoune, YouTube’s Head of Culture & Trends for EMEA, to explore how YouTube went from a simple clip of “Me at the zoo” to becoming a global cultural phenomenon.They unpack how creators have reshaped entertainment, music and sport; discuss what brands can learn from authentic creator collaborations; and explore the latest YouTube tools helping marketers stay culturally connectedTwenty years on, YouTube sits at the epicentre of culture and the lessons for brands have never been clearer.Listen, comment, and subscribe to make sure you don't miss Episode 2 of this IAB UK Podcast x YouTube miniseries.__Sources: https://www.guinnessworldrecords.com/world-records/107048-first-video-to-receive-one-billion-viewshttps://www.searchenginejournal.com/seo/meet-search-engines/https://www.youtube.com/trends/report/According to a survey conducted by Kantar, 78% of surveyed viewers in the United Kingdom agree that YouTube has the most trusted creators and 78% agree that YouTube has the most trusted creator content, outperforming the average of other online platforms (60%), which includes Facebook, Instagram, TikTok, and Snapchat.Google/Kantar, Future of Video, n=1006 YouTube viewers, n=2180 weekly video viewers 18-64 (UK), fielded from (3/13/25-4/7/25). Competitive set includes 10 market competitors: Linear TV, Netflix, Disney+, Amazon Prime Video, Now TV, Apple TV+, Facebook, Instagram, TikTok, Snapchat.https://bangeri.com/2025/01/28/the-science-behind-gen-zs-love-for-engaging-brand-communitiesAccording to a survey conducted by Kantar, 78% of surveyed viewers in the United Kingdom agree that YouTube has the most trusted creators and 78% agree that YouTube has the most trusted creator content, outperforming the average of other online platforms (60%), which includes Facebook, Instagram, TikTok, and Snapchat. Google/Kantar, Future of Video, n=1006 YouTube viewers, n=2180 weekly video viewers 18-64 (UK), fielded from (3/13/25-4/7/25). Competitive set includes 10 market competitors: Linear TV, Netflix, Disney+, Amazon Prime Video, Now TV, Apple TV+, Facebook, Instagram, TikTok, Snapchat.https://www.edisonresearch.com/youtube-is-the-preferred-podcast-listening-service/https://www.buzzsprout.com/blog/podcast-statistics Hosted on Acast. See acast.com/privacy for more information.

Recorded just hours before Amazon Ads’ Upfront at The Outernet, this episode takes you behind the scenes of the event to hear about some of the highlights from those most closely involved. First up, James chats to David Amodio, Head of Video Sales Specialists for Northern Europe at Amazon Ads, about how their Upfronts have evolved, what brands can expect from this year’s show, and how Amazon is blending entertainment, innovation and advertising in new ways. Afterwards, he’s joined by Jodie Locking, Head of Digital Marketing at Morrisons, ahead of her appearance on stage, to explore how the supermarket is partnering with Amazon - including a brilliant partnership with Clarkson’s Farm - to create campaigns that deliver for both Amazon's and Morrisons' customers. Hosted on Acast. See acast.com/privacy for more information.

We wrap up our week of Superfront specials with Nectar360. James Chandler is joined by Tom Priestman, Director of Client Services, to talk about the rapid rise of retail media and how Nectar360 is putting customers at the heart of their approach. From leveraging Sainsbury’s and Argos data to unlocking shopper insights, Tom explains how Nectar360 helps brands connect with audiences in smarter and more effective ways.This episode gives a preview of what to expect at Nectar360’s Upfront session at Media Upfronts, 14-15 October, where retail media, data-driven strategies and customer obsession will take centre stage.🎟️ See Nectar360 – and all our Superfront partners – at Media Upfronts. Book your ticket today at iabuk.com/upfronts Hosted on Acast. See acast.com/privacy for more information.

On day four of our special Superfront series, James Chandler is joined by Bauer Media's George Butler. With household names spanning radio, publishing and digital, Bauer Media is home to some of the UK’s most influential media brands. In this episode, George gives us a taste of what Bauer will showcase at their Upfront – from the power of audio to the importance of trusted environments and engaging storytelling.The conversation highlights how Bauer continues to innovate across platforms, and why their content and audiences remain so valuable for advertisers looking to build meaningful connections.🎟️ Don’t miss Bauer’s session at Media Upfronts 14-15 October at Protein Studios in Shoreditch – secure your place at iabuk.com/upfronts Hosted on Acast. See acast.com/privacy for more information.

Halfway through our Superfront partner series, James Chandler sits down with Lena Arbery, Director of Destinations, Travel and Growth, EMEA at Tripadvisor – the world’s most trusted travel guidance platform. They discuss how Tripadvisor helps millions of people plan, book and dream about their next adventure, and what that means for advertisers looking to connect with audiences at key decision-making moments.From evolving traveller behaviour to new opportunities for brands to inspire and engage, Lena previews what Tripadvisor will bring to their Media Upfront session (taking place 14-15 October at Protein Studios in Shoreditch) and why retail, travel and lifestyle marketers should be paying close attention.🎟️ Join Tripadvisor and all our partners at Media Upfronts – book now at iabuk.com/upfronts Hosted on Acast. See acast.com/privacy for more information.

In episode two of our Media Upfronts Superfront spotlight series, James Chandler is joined by Josh Partridge, VP & Managing Director, EMEA Sales at Spotify. Together, they dive into how Spotify continues to connect brands with audiences through the power of audio and culture. From innovative formats to data-driven storytelling, Josh explains what makes Spotify unique in helping advertisers tune into the moments that matter most to listeners.With IAB Media Upfronts taking place 14-15 October at Protein Studios in Shoreditch, Josh also shares how Spotify is thinking about the future of digital audio, creativity and brand building on the world’s biggest music and podcast streaming platform.🎟️ Be there for Spotify’s Upfront at Media Upfronts – get your ticket at iabuk.com/upfronts Hosted on Acast. See acast.com/privacy for more information.

Ahead of Media Upfronts, taking place 14-15 October at Protein Studios, we’re kicking off a special week of podcasts with our five Superfronts podcasts, starting today with Global. James Chandler is joined by Tom Streetley, Director of DAX Audio, to explore how audio continues to evolve as a powerful medium for advertisers. From brand-new research on the role of mood and mindset, to the launch of Global’s cross-device tool, Tom shares how Global are combining the emotional impact of sound with the precision of digital.Expect insights on podcasting, radio, music streaming and gaming, plus a glimpse of what makes this year’s Global Upfront a must-see.🎟️ Don’t miss Global live at Media Upfronts – book your ticket now at iabuk.com/upfronts. Hosted on Acast. See acast.com/privacy for more information.

In this special live episode of the IAB UK Podcast, we bring you into the room at The Last Thursday Club, our monthly networking event, where the focus was Retail and Entertainment: The Next Era of Retail Media.Live from IAB HQ in Covent Garden, our Retail Media Lead, Liv McCullagh, was joined by Paul Hackwell (Amazon Ads UK), Farah Souhail (TikTok) and Ash White (dentsu) for a lively panel discussion exploring how retail media is evolving from being performance-driven to becoming richer, more engaging, and often more entertaining.From shifting consumer behaviour and personalisation to brand engagement, measurement and the future of live shopping, this conversation covers it all.Sign up for future Last Thursday Clubs at iabuk.com/events Hosted on Acast. See acast.com/privacy for more information.

Season 18 of The IAB UK Podcast kicks off with the latest Digital Adspend results. Host James Chandler is joined by Elizabeth Lane, IAB UK’s Head of Insight, and Jeff Youssef, Partner at Oliver Wyman, to unpack the findings from the first half of 2025. With Oliver Wyman newly on board as Adspend partner, this edition brings fresh depth to the UK’s most authoritative digital advertising study – including forecasts for the rest of this year and beyond. Expect data, analysis and industry context to help you navigate the months ahead. Members can access the full Digital Adspend H1 report at iabuk.com/adspend Hosted on Acast. See acast.com/privacy for more information.

In the fifth and final episode of ‘Futurescape: 2030 & beyond’, we look at how AI and wearable tech are reshaping everything from brand discovery to the way people experience the world around them. By 2030, AI will be embedded in search, shopping and recommendations, while wearables – from smart glasses to biometric clothing – will make interactions frictionless, intuitive and deeply personal. James Chandler, IAB UK’s Chief Strategy Officer, is joined by Phil Rowley, Head of Futures, OMG UK, and Shruti Dube, UK Country Director, Meta. Together, they discuss why AI should be seen as augmentation, not replacement – an “extension of our brains” that removes friction from daily life – and how advertisers can prepare for a future where discovery may rely on AI agents making decisions on consumers’ behalf. From conversational interfaces to Ray-Ban Meta glasses generating some of the best-performing ads, they explore why experimentation is key, why trust will be critical when dealing with more intimate data and how AI can free marketers to focus on creativity while machines handle the heavy lifting. Plus, there’s debate on whether wearables will finally cross the adoption tipping point – and what that means for brand storytelling. Listen now or watch via our YouTube: https://youtu.be/4M-Ot4YoG_o Explore Futurescape: https://www.iabuk.com/futurescape Hosted on Acast. See acast.com/privacy for more information.