ITV Studios’ Zoo 55 Names Pixability for North America YouTube Ads
Zoo 55, the digital and gaming label of ITV Studios, has picked YouTube advertising technology company Pixability to represent its reserved YouTube inventory to advertisers in the United States and Canada, according to a report from Variety-style trade coverage of the deal published by the source outlet.
What the deal covers
The agreement gives Pixability clients guaranteed placements across Zoo 55’s portfolio of YouTube channels. Those channels carry programming from ITV Studios, the producer behind “The Voice,” “Love Island” and “Hell’s Kitchen.” Boston-based Pixability will run the offering together with Zoo 55 and Studio 55, ITV Studios’ global brand partnership business.
Pixability will sell the inventory through curated packages organized by content category. An entertainment package covers franchises, reality programming and celebrity-driven content, including “The Graham Norton Show” and “Love Island.” A factual and documentary package spans history, nature, crime and human interest programming. A run-of-network option offers broad access across the Zoo 55 YouTube portfolio, and advertisers can also book dedicated takeovers around select channel and show brands.
The companies said the channels in the partnership have generated more than 1.5 billion views in North America in 2026.
What the executives said
David George, CEO of Pixability, said advertisers increasingly see YouTube as offering a wide range of opportunities, from reaching targeted audiences across creators to aligning with well-known entertainment programming. He said the partnership gives clients guaranteed access to premium programming alongside Pixability’s broader approach to YouTube advertising.
Graham Haigh, Chief Operating Officer of Zoo 55, said combining guaranteed access to its inventory with Pixability’s technology, data and YouTube expertise will let advertisers more strategically reach and target Zoo 55’s portfolio of premium IP and its audiences.
Background on the companies
ITV Studios launched Zoo 55 in 2025 to expand its digital and gaming activity. The label manages more than 200 owned and operated channels on social platforms, plus 20 FAST channel brands. The company says Zoo 55’s operations generated 47 billion views in 2025. Studio 55 launched in 2026 to give brands, agencies and creators access to ITV Studios’ IP through licensing deals and digital-first formats.
Pixability is one of four companies worldwide in Google’s YouTube Activation Partners program. Its clients include the media agencies Publicis, Omnicom Media, Dentsu and WPP Media, as well as brands such as KIND, McDonald’s, Salesforce, Lego and CVS.
Source: netinfluencer.com
Image: netinfluencer.com
