Zoo 55, the digital and gaming label of ITV Studios, has selected YouTube advertising technology company Pixability to represent its reserved YouTube inventory to advertisers in the U.S. and Canada.

The agreement gives Pixability clients guaranteed placements across Zoo 55’s portfolio of YouTube channels, which carry programming from ITV Studios, the producer behind “The Voice,” “Love Island” and “Hell’s Kitchen.” Boston-based Pixability will run the offering with Zoo 55 and Studio 55, ITV Studios’ global brand partnership business.

Pixability will sell the inventory through curated packages organized by content category. The entertainment package covers entertainment franchises, reality programming and celebrity-driven content, including “The Graham Norton Show” and “Love Island.” The factual and documentary package spans history, nature, crime and human interest programming. A run-of-network option provides broad access across Zoo 55’s YouTube portfolio. Advertisers can also secure dedicated takeovers around select Zoo 55 channel and show brands.

According to the companies, the channels covered by the partnership have driven more than 1.5 billion views in North America in 2026.

“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. “Our partnership with Zoo 55 gives clients another powerful way to invest in YouTube, combining guaranteed access to premium programming with the holistic approach to YouTube advertising that Pixability brings to every campaign.”

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, along with 20 FAST channel brands. According to the company, Zoo 55’s operations generated 47 billion views in 2025. ITV Studios launched Studio 55 in 2026 to give brands, agencies and creators access to its IP through licensing deals and digital-first formats.

“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,” said Graham Haigh, Chief Operating Officer of Zoo 55.

Pixability is one of four companies globally in Google’s YouTube Activation Partners program. Its clients include the media agencies Publicis, Omnicom Media, Dentsu and WPP Media, and brands such as KIND, McDonald’s, Salesforce, Lego and CVS.

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