Most viewers have never heard of it, but it is one of the biggest TV production houses in the world – and now Fremantle Media is also becoming an ad sales vehicle.

Fremantle, owned by the RTL Group of Europe, produces hit entertainment franchises like American IdolBritain’s Got Talent and The X-Factor.

Mostly, of course, those shows are sold to TV networks around the world. But Fremantle is also taking advantage of all the opportunities to monetize its own assets.

“We do about 29 billion views every year on YouTube. We have direct (ad) sales rights,” says Sam Glynne, Fremantle global VP of branded entertainment, in this video interview with Beet.TV.

“All our shows have got sponsors integrated into the shows. We do between 300 and 400 sponsorship integrations every year.

“So the next step would obviously be extend that relationship to our brands and offer them a place on our YouTube network.”

Glynne says Fremantle works with RTL AdConnect, the media sales arm run by its parent, to sell its content.

She acknowledges that buying ads within Fremantle video requires buyers thinking a little outside oft he typical programmatic box, calling her offering ” a new tool to play with”.

But Glynne says Fremantle content is family-focused and brand-safe.

This segment is part of a series titled The New Global Marketplace for Premium Video, produced at Cannes Lions and sponsored by RTL AdConnect.  For more videos from the series, please visit this page.   For all of Beet.TV’s coverage of Cannes Lions 2019, please visit this page