GLA awards £325,000 YouTube advertising contract to Google UK

Tender information last checkedLast checked 8 Oct 2026, 08:08.

Opportunity overview

This contract will support the GLA who requires digital advertising on Google UK Ltd's platform YouTube. The GLA advertisement campaigns will inform Londoners about the areas the Mayor is working on and how this will impact them. Some examples of campaigns we have/intend to run include: Sharing information about how the Mayor is making London safer for young people. Sharing information about how the Mayor is making London safer for women and girls. Cost of living advice and support. Advertising cultural events taking place in Trafalgar Square.

Awarded to

Amounts belong to published awards or contracts. Where several suppliers share one value, it is labelled as shared and is not a supplier-specific allocation.

GOOGLE UK LIMITED

Matched by number

Published award value: £325k
Awarded: 24 Aug 2026
Award ID: 1
Status: active
Identifier: GB-COH 03977902
Location: London, UKI31, WC2H 8AG, United Kingdom

Classification

No classification was supplied.

Lots

Lot 1Value not stated

Documents and notices

Contract details notice on Find a TenderOpen source ↗

Published notice details

Additional information from the published procurement release. Fields appear only when supplied by the source; check the original notice and tender documents before acting.

Scope, procedure and submissions

Id: ocds-h6vhtk-06f4b9
Status: complete
Procurement Method: direct
Procurement Method Details: Direct award
Why this procedure was chosen: This direct award is justified under the PA 2023 Direct Award justification, schedule 5. The reasoning for this justification is below Section 5a: Procurement Act 2023 5: The following conditions are met in relation to the public contract- (a)due to a particular supplier having intellectual property rights or other exclusive rights, only that supplier can supply the goods, services or works required, and (b)there are no reasonable alternatives to those goods, services or work

Legal basis

Id: 2023/54
Scheme: UKPGA
Uri: https://www.legislation.gov.uk/ukpga/2023/54/contents ↗

Procedure reasons

Entry 1

Id: singleSuppliersIntellectualPropertyExclusiveRights

Lots and requirements

Entry 1

Id: 1
Status: complete

Published documents

Entry 1

Id: conflictOfInterest
Document Type: conflictOfInterest
Description: Not published

Buyer, suppliers and contacts

Organisation 1

Name: Greater London Authority (GLA)
Id: GB-PPON-PHGV-7784-TDZZ

Identifier

Scheme: GB-PPON
Id: PHGV-7784-TDZZ

Address

Street Address: City Hall, Kamal Chunchie Way
Locality: London
Postal Code: E16 1ZE
Country: GB
Country Name: United Kingdom
Region: UKI41

Contact

Email: emeliawilson@tfl.gov.uk

Roles

buyer

Details

Classifications

Entry 1

Scheme: UK_CA_TYPE
Id: publicAuthoritySubCentralGovernment
Description: Public authority - sub-central government

Organisation 2

Name: Transport for London
Id: GB-PPON-PHMT-6197-NWNZ
Role Details: Procurement lead

Identifier

Scheme: GB-PPON
Id: PHMT-6197-NWNZ

Address

Street Address: 5 Endeavour Square
Locality: London
Postal Code: E20 1JN
Country: GB
Country Name: United Kingdom
Region: UKI41

Contact

Email: emeliawilson@tfl.gov.uk

Roles

procuringEntity

processContactPoint

Organisation 3

Name: GOOGLE UK LIMITED
Id: GB-COH-03977902

Identifier

Scheme: GB-COH
Id: 03977902

Additional Identifiers

Entry 1

Scheme: GB-PPON
Id: PYTW-6484-BTXP

Address

Street Address: 1 St. Giles High Street
Locality: London
Postal Code: WC2H 8AG
Country: GB
Country Name: United Kingdom
Region: UKI31

Contact

Email: jonathansommer@google.com

Roles

supplier

Details

Scale: large
Vcse: No
Public Service Mission Organization: No
Sheltered Workshop: No

Award information

Award 1

Id: 1
Status: active
Main Procurement Category: services

Items

Item 1

Id: 1
Related Lot: 1

Additional Classifications

Entry 1

Scheme: CPV
Id: 79000000
Description: Business services: law, marketing, consulting, recruitment, printing and security

Delivery locations

Entry 1

Region: UK
Country: GB
Country Name: United Kingdom

Suppliers

Supplier 1

Id: GB-COH-03977902
Name: GOOGLE UK LIMITED

Related lots

Contracts and changes

Entry 1

Id: 1
Award ID: 1
Title: Youtube Credit line
Status: active
Has Renewal: Yes
Above Threshold: Yes
Date Signed: 25 Sept 2026, 00:00
No Agreed Metrics Rationale: N/A below reportable KPI threshold

Period

Starts: 30 Sept 2026, 00:00
Ends: 30 Sept 2028, 23:59
Max Extent Date: 22 Sept 2030, 23:59

Renewal

Description: Option to extend for up to an additional 2 years on a +1,+1 basis.

Value

Including VAT: 390,000
Amount: 325,000
Currency: GBP

Documents

Entry 1

Id: 094898-2026
Document Type: contractNotice
Notice Type: UK7
Description: Contract details notice on Find a Tender
Url: https://www.find-tender.service.gov.uk/Notice/094898-2026 ↗
Published: 7 Oct 2026, 16:00
Format: text/html

Recorded locations

Buyer location · London · UKI41 · E16 1ZE · United Kingdom

Notice and amendment history

3 published notice versions reviewed by ProcuraAxis.

3 VERSIONS

084964-2026Transparency notice on Find a Tender · 8 Sept 2026, 14:46
085523-2026Contract award notice on Find a Tender · 9 Sept 2026, 16:09
094898-2026Contract details notice on Find a Tender · 7 Oct 2026, 16:00

PROCURAAXIS AWARD ANALYSIS

Award outcome intelligence

Evidence-bound analysis of the published award appears below the official tender and award information.

ANALYSIS PREVIEW

Award intelligence at a glance

Greater London Authority awarded Google UK Limited a direct award for YouTube digital advertising credit to support public-information campaigns for Londoners.

Published outcome signals

Procurement statusComplete; award and contract are activeEvidence: Tender status is "complete"; award 1 status is "active"; contract 1 status is "active".
Award decision date25 August 2026Evidence: Award record lists award_date as 2026-08-25.
Contract signed25 September 2026Evidence: Contract 1 lists dateSigned as 2026-09-25.

96% approved-analysis confidence1 supplier record analysed4 source limitations

SOURCE AND FRESHNESS

Traceable procurement data

Source: Find a Tender
Notice reference: 094898-2026
OCID: ocds-h6vhtk-06f4b9
First published: 9 Sept 2026
Last checked: 8 Oct 2026, 08:08
Notice versions reviewed: 3

View Find a Tender notice ↗

HOW THIS WAS PREPARED

Approved, evidence-bound analysis

ProcuraAxis structures information found in published procurement records, checks the result for consistency and publishes only approved analysis. Confidence describes the completeness and consistency of the available source information; it is not a guarantee of eligibility or contract award.

Analysis status: Approved for publication
Analysed: 8 Oct 2026

Read the analysis methodology →

AWARD OUTCOME

What happened

Greater London Authority awarded Google UK Limited a direct award for YouTube digital advertising credit to support public-information campaigns for Londoners.

Published outcome

Award 1 is active. The contract record states it was signed on 25 September 2026 and runs from 30 September 2026 to 30 September 2028.

Market significance

This is a £325,000 net services contract awarded directly on stated exclusive-rights grounds for advertising on YouTube.

AWARDED SUPPLIERS AND LOTS

1 supplier record analysed

GOOGLE UK LIMITED

99% confidence

Award 1 · Lots 1 · 325000 GBP · active

View supporting evidence

Award 1 names GOOGLE UK LIMITED as its sole supplier. Contract 1, linked to award 1, states a £325,000 value.

LIFECYCLE

Award or contract stage

Procurement status

98% confidence

Complete; award and contract are active

View supporting evidence

Tender status is "complete"; award 1 status is "active"; contract 1 status is "active".

Award decision date

92% confidence

25 August 2026

View supporting evidence

Award record lists award_date as 2026-08-25.

Contract signed

99% confidence

25 September 2026

View supporting evidence

Contract 1 lists dateSigned as 2026-09-25.

Contract term started

99% confidence

30 September 2026

View supporting evidence

Contract 1 period startDate is 2026-09-30.

Contract end

99% confidence

30 September 2028

View supporting evidence

Contract 1 period endDate is 2028-09-30.

VALUES

Published values explained

Contract value (net)

99% confidence

£325,000 GBP

View supporting evidence

Contract 1 value.amount is 325000 GBP; the award record also states 325000 GBP.

Contract value (gross)

99% confidence

£390,000 GBP

View supporting evidence

Contract 1 value.amountGross is 390000 GBP.

TIMELINE

Procurement timeline

Transparency notice released

95% confidence

8 September 2026

View supporting evidence

Release history records transparency notice 084964-2026 on 2026-09-08.

Contract award notice released

95% confidence

9 September 2026

View supporting evidence

Release history records contract award notice 085523-2026 on 2026-09-09.

Contract details notice published

99% confidence

7 October 2026

View supporting evidence

Contract document 094898-2026 has datePublished 2026-10-07.

SCOPE

What was awarded

Requirement

99% confidence

YouTube digital advertising credit and campaigns

View supporting evidence

The description states the GLA requires digital advertising on Google UK Limited's YouTube platform.

Campaign examples

98% confidence

Youth safety; women and girls' safety; cost-of-living advice and support; Trafalgar Square cultural events

View supporting evidence

These examples are listed in the procurement description.

Procurement category

99% confidence

Services

View supporting evidence

Award 1 mainProcurementCategory is services.

Classification

98% confidence

CPV 79000000 — Business services: law, marketing, consulting, recruitment, printing and security

View supporting evidence

Award item 1 lists this CPV classification.

Delivery location

94% confidence

United Kingdom

View supporting evidence

Award item delivery address is region UK, country GB.

PROCEDURE

Procedure and competition

Procedure

99% confidence

Direct award

View supporting evidence

Tender procurementMethod is "direct" and procurementMethodDetails is "Direct award".

Stated direct-award rationale

97% confidence

Exclusive intellectual property or other exclusive rights; no reasonable alternatives

View supporting evidence

The tender rationale cites Procurement Act 2023 Schedule 5, section 5(a), stating only the supplier can supply due to exclusive rights and there are no reasonable alternatives.

Competition information

99% confidence

Not reported

View supporting evidence

No bidder count, tender submissions, evaluation results or scores are supplied.

Legal basis

98% confidence

Procurement Act 2023

View supporting evidence

Tender legalBasis is UKPGA 2023/54.

CONTRACT TERMS

Published contract terms

Initial term

99% confidence

30 September 2026 to 30 September 2028

View supporting evidence

Contract period startDate and endDate are 2026-09-30 and 2028-09-30.

Extension option

99% confidence

Up to two additional years, exercised as +1 year and +1 year

View supporting evidence

Contract renewal description states: "Option to extend for up to an additional 2 years on a +1,+1 basis."

Maximum extent date

99% confidence

22 September 2030

View supporting evidence

Contract period maxExtentDate is 2030-09-22.

KPIs

97% confidence

No agreed metrics reported; stated as below reportable KPI threshold

View supporting evidence

Contract field noAgreedMetricsRationale states "N/A below reportable KPI threshold".

Above threshold

99% confidence

Yes

View supporting evidence

Contract 1 aboveThreshold is true.

COMMERCIAL VIEW

Commercial observations

Platform-specific procurement

97% confidence

The requirement is explicitly for advertising on YouTube, with the buyer citing exclusive rights and no reasonable alternatives as the direct-award basis.

View supporting evidence

Procurement description names YouTube; stated rationale cites supplier exclusive rights and no reasonable alternatives.

Value interpretation

99% confidence

The £325,000 figure is the contract's stated net value; £390,000 is the stated gross value.

View supporting evidence

Contract value includes amount 325000 and amountGross 390000, both in GBP.

ANALYSIS QUALITY

96%overall confidence

Confidence reflects the completeness and consistency of the published award data.

Reference: ocds-h6vhtk-06f4b9
Analysed: 8 Oct 2026

APPROVED AWARD ANALYSIS

BUYER CONTEXT

Buyer context

Buyer

99% confidence

Greater London Authority (GLA)

View supporting evidence

The process buyer is named Greater London Authority (GLA).

Procurement lead

99% confidence

Transport for London

View supporting evidence

Transport for London is identified as procuring entity and its role details say "Procurement lead".

Buyer type

98% confidence

Sub-central government public authority

View supporting evidence

GLA classification is "publicAuthoritySubCentralGovernment".

Buyer location

98% confidence

London, United Kingdom

View supporting evidence

GLA address is City Hall, Kamal Chunchie Way, London, E16 1ZE.

SUPPLIER CONTEXT

Supplier context

Supplier

99% confidence

GOOGLE UK LIMITED

View supporting evidence

Award 1 identifies GOOGLE UK LIMITED as supplier.

Company number

99% confidence

03977902

View supporting evidence

Supplier identifier is GB-COH-03977902; supplied supplier matching also gives company number 03977902.

Supplier size

98% confidence

Large

View supporting evidence

Supplier details classify scale as large.

Supplier location

98% confidence

London, United Kingdom

View supporting evidence

Supplier address is 1 St. Giles High Street, London, WC2H 8AG.

RENEWAL OUTLOOK

Renewal outlook

Extension decision window

82% confidence

Estimate: extension option could be considered before the initial end date of 30 September 2028

View supporting evidence

The contract has an explicit initial end date of 30 September 2028 and a +1,+1 extension option. No decision date or renewal notice is supplied.

Potential maximum term

93% confidence

Estimate: up to approximately September 2030, subject to extension

View supporting evidence

The record states up to two additional years and gives maxExtentDate as 22 September 2030.

DATA QUALITY

Gaps and source limitations

Lot information

99% confidence

One lot is recorded, but it has no separate title, description or value.

View supporting evidence

Lot 1 is present with status complete; title, description and value are null.

Date consistency

97% confidence

The supplied top-level source publication date (9 September 2026) differs from the contract-details document publication date (7 October 2026).

View supporting evidence

Process published_at is 2026-09-09, while document 094898-2026 datePublished is 2026-10-07; release history identifies separate notices on both dates.

Maximum-date alignment

95% confidence

The maximum extent date is eight days earlier than a simple two-year addition to the stated initial end date; no explanation is supplied.

View supporting evidence

Initial endDate is 2028-09-30, extension is up to two years, and maxExtentDate is 2030-09-22.

SOURCE DATA LIMITATIONS

Information not supplied in the published notice

Lot 1 has no standalone title, description or value.
No bidder count, submissions, evaluation information or award scoring is provided.
The maximum extent date (22 September 2030) does not align exactly with a two-year addition to the initial end date (30 September 2028); the source provides no explanation.
The process-level publication timestamp and the contract-details notice publication timestamp refer to different dates, consistent with separate releases but requiring care when citing publication timing.

MARKET THEMES

Relevant award themes

COMMON QUESTIONS

About this award

Who won the GLA YouTube Creditline contract?

GOOGLE UK LIMITED won award 1.

What is the contract value?

The contract states a net value of £325,000 and a gross value of £390,000.

Was this competitively tendered?

The published procedure is a direct award. The stated rationale relies on exclusive rights and no reasonable alternatives; bidder and competition data are not reported.

When does the contract end?

The initial term ends on 30 September 2028, with an option for up to two additional years.

ProcuraAxis award analysis supplements, but does not replace, the official award notice, contract data or procurement documents. “Awarded” does not by itself prove that a contract has been signed.

GLA- Youtube Creditline

Opportunity overview

Awarded to

GOOGLE UK LIMITED

Classification

Lots

Documents and notices

Published notice details

Scope, procedure and submissions

Legal basis

Procedure reasons

Lots and requirements

Published documents

Buyer, suppliers and contacts

Identifier

Address

Contact

Roles

Details

Classifications

Identifier

Address

Contact

Roles

Identifier

Additional Identifiers

Address

Contact

Roles

Details

Award information

Items

Additional Classifications

Delivery locations

Suppliers

Related lots

Contracts and changes

Period

Renewal

Value

Documents

Recorded locations

Notice and amendment history

Award intelligence at a glance

Published outcome signals

Traceable procurement data

Approved, evidence-bound analysis

Continue your research