Silverpush Brings Broadcast-Quality YouTube Buying to EMEA Advertisers with SilverScreen™

Silverpush announced the EMEA rollout of  SilverScreen™, its broadcast-quality classification layer for YouTube. SilverScreen is a solution capable of classifying channels against broadcast standards at scale, enabling advertisers and their agency partners to identify and activate TV-like YouTube inventory with the same confidence they apply to linear television.

YouTube is now the most-watched video platform on TV screens, with 182 million hours viewed daily, and over 40% of CTV and YouTube on TV viewers are typically unreachable through linear TV alone. Yet linear television and AV advertiser budgets have been slow to follow. The reason is not reach, but the absence of a reliable quality signal. Premium and non-premium content appear indistinguishable, and conventional proxies such as subscriber counts or view volumes do not reflect the production quality, format consistency, or viewing behaviour that AV buyers require.

SilverScreen by Silverpush addresses this gap directly. Using AI-powered classification, SilverScreen evaluates YouTube channels against the signals that define broadcast-quality content: professional production standards, long-form episodic formats, consistent publishing cadence, and strong connected TV and co-viewing behavior. Qualified channels are grouped by interest categories, spanning sports, entertainment, food, automotive, travel, and more, giving media planners a curated, TV-like YouTube inventory layer they can activate with confidence.

A recent campaign for a leading hospitality brand used SilverScreen to extend the brand’s linear TV plan onto YouTube, activating only channels that met broadcast-quality classification standards. The results demonstrated that YouTube, when bought against TV-grade inventory, can deliver genuine AV-grade performance:

1. 7.9% incremental reach vs. linear TV, demonstrating SilverScreen’s ability to extend campaign reach beyond the scope of traditional television.
2. 19x more efficient at reaching the 18-34 demo vs. linear TV by delivering significantly stronger cost efficiency against audiences that are increasingly difficult to reach through traditional AV.
3. 82% unassisted delivery to TV screens, confirming that SilverScreen inventory naturally skews towards lean-back, big-screen viewing without the need for manual CTV targeting.

“YouTube is undeniably becoming part of the living room TV experience, with consumption of TV-like content on the big screen growing rapidly. This presents a strong opportunity for advertisers to engage audiences watching high-production-value, brand-safe content,” said Sasha King, Group Head, UK at Silverpush. “We built SilverScreen to help advertisers and AV teams reach their desired audiences within broadcast-quality environments, driving incremental reach across campaigns – one of SilverScreen’s most important success metrics.”

For advertisers and their agency partners, SilverScreen means YouTube can now function as a genuine extension of linear TV planning. AV buyers can use SilverScreen to identify broadcast-quality YouTube environments, extend reach into audiences that are increasingly unreachable through linear TV alone, and do so without compromising the brand-safe, lean-back viewing standards their campaigns require.

The approach has already been proven in-market, and to help qualify YouTube’s position and importance in the AV media plan, Silverpush worked with leading measurement provider AudienceProject, who offered this feedback: “AudienceProject were delighted to be Silverpush’s SilverScreen measurement partner and provide independent reach and targeting analysis to validate and report on their approach,” said Martyn Bentley, Commercial Director, UK.

SilverScreen is now available across key EMEA markets.