In Depth

Scripps Shares Clips With YouTube

Cable Networks Will Sell Ads Against Videos

Scripps Networks inked a deal to supply clips from its cable networks’ programming to YouTube and to sell ads against those videos on the world’s biggest video-sharing site. The deal kicks in May 19.

The partnership brings another big media company into YouTube’s tent alongside existing partners CBS and HBO.

For Scripps, the deal with YouTube has the potential to extend the reach of the company’s online offerings to the 70 million unique visitors to YouTube each month.

Scripps already has begun selling the spots. Bush’s Baked Beans has bought the advertising inventory for 200 videos from Scripps’ HGTV, Food Network, DIY Network and Fine Living networks that are running on YouTube.

Under the agreement, YouTube receives a share of ad revenue generated by the content. YouTube usually sells ads against partner content, but will allow partners to sell ads if they wish.

Scripps joins CBS in selling its own ads against YouTube clips. That arrangement lets a content provider bundle the YouTube ads with ad deals on online properties.

Selling their own ads on YouTube also gives media companies the ability to set prices for the ads, said Deanna Brown, president of the interactive group at Scripps Networks.

The Scripps content on YouTube will consist of short clips from the network’s shows, including HGTV’s “Design on a Dime” and “What You Get for the Money,” as well as recipe demonstrations from Food Network chefs Paula Deen and Bobby Flay. The goal is to build awareness of the network programming.

“We want to be where the customers are, and they are on YouTube. More specifically, it’s a way for customers to snack on your brand in between full episodes,” Ms. Brown said. “We will use that ability to snack as a brand builder and marketing play for our linear and nonlinear products.”

The Scripps content is a “big get,” said Jordan Hoffner, director of content partnerships for YouTube. That’s because how-to content, such as “how to make a pasta dish” or “how to retile a bathroom,” is popular on the site.

The addition of Scripps should drive traffic to the how-to category on YouTube and also drive search queries in general to the videos, he said.