Zoo 55, the digital label of “Love Island” and “Hell’s Kitchen” producer ITV Studios, has picked ad technology company Pixability to sell guaranteed ad placements on its YouTube channels to U.S. and Canadian advertisers, the companies announced on November 10, the first time Zoo 55 has handed that inventory to a third party.

“Our partnership with Pixability gives advertisers in North America a new way to incorporate ITV Studios’ premium brands and programming into both their YouTube and overall media strategies,” said Graham Haigh, COO of Zoo 55. “By combining guaranteed access to Zoo 55’s inventory with Pixability’s technology, data and deep YouTube expertise, advertisers can more strategically reach and target our overall portfolio of premium IP and associated audiences.”

Pixability will sell the inventory in curated packages, according to the announcement. An Entertainment package covers reality, celebrity and franchise programming including “The Graham Norton Show” and “Love Island.” A Factual and Documentary package spans history, nature, crime and human interest series. A Run of Network option buys across the full Zoo 55 YouTube portfolio. Advertisers can also book takeovers of specific Zoo 55 channels and show brands. The companies said the channels in the deal have drawn more than 1.5 billion views in North America so far in 2026.

Reserved inventory is bought in advance at a guaranteed price and delivery, in contrast to the auction where most YouTube ads are bought. Pixability will work with Zoo 55 and Studio 55, the global brand partnerships business ITV Studios launched in 2026, on the sales.

“Advertisers increasingly recognize that YouTube offers a wide range of opportunities, from reaching highly targeted audiences across creators to aligning their brands with some of the world’s most recognized entertainment programming,” said David George, CEO of Pixability, who the release notes is no relation to the CEO of ITV America of the same name.

Zoo 55 Is Two Years Into a Push to Double Its Digital Revenue

ITV Studios launched Zoo 55 in January 2025 to consolidate its YouTube, social, FAST and games distribution under one label, with Martin Trickey as managing director and Haigh, previously EVP Digital, as COO. In its 2024 annual results, ITV said the business had delivered around £60 million in digital revenue that year and that it expected to double that figure by the end of 2027. By ITV’s 2025 full-year results, published in March, Zoo 55 reported more than 47 billion global views across its 200-plus owned and operated channels, up more than 30% year over year.

The label has been adding outside partners as it scales. In October 2025, it signed a multi-year deal with Merzigo to optimize channels including “The Voice” and “Come Dine With Me” across YouTube and Facebook. In July, it hired Diane Glynn, previously head of social at Channel 4, as SVP Social Video with a focus on YouTube. In the U.K., ITV already sells ads around its YouTube content through a dedicated YouTube sales team inside ITV Commercial, set up in early 2025, according to the company’s 2025 results.

Pixability Extends From Targeting Into Selling

Pixability has built its business on helping agencies choose where YouTube ads run, and it describes itself as one of four companies in Google’s YouTube Activation Partners program. In May, the company launched Pixability360, a platform combining YouTube ads, organic channel management and creator data. The Zoo 55 deal adds inventory that Pixability sells directly.

The company’s own research has pointed to agency demand for TV-grade content on YouTube. In its survey of 117 U.K. agency professionals, 64% of agencies that put YouTube in CTV campaigns said they include TV broadcast content. Its U.S. study found 43% of agencies expected to raise YouTube spending in 2026.

The deal also lands as creator-side businesses package YouTube inventory the same way. In January, The Sidemen’s management company Arcade and Viewture launched Creator Access, which sells reserved ad delivery on creator channels in EMEA, and Source Golf is bundling golf YouTubers into one network aimed at television ad budgets.

YouTube ad revenue rose 9% to $11.2 billion in the third quarter of 2026, Alphabet reported on October 28, its slowest growth rate of the year. Living room viewing accounted for more than a third of that ad revenue, TheWrap reported.

The companies have not disclosed the length of the agreement, pricing for the packages, or how revenue is split between Pixability and Zoo 55.

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