Twitter puts focus on exclusive media partnerships to attract video advertisers
The company announced original content deals with several news and entertainment organizations, including Univision, Wall Street Journal, Live Nation and MTV.
Why we should care
Twitter has made video a central pillar of its revenue growth strategy. More than half of its ad revenue already comes from video.
The partnerships span a range of original content. The Wall Street Journal is launching an original video show called “What’s Now,” and Univision will be delivering Spanish-language sports, news and entertainment content. Time is producing video content for Twitter connected to its “Time Person of the Year” and “Time 100” events.
Live Nation will host a content series, and MTV will be broadcasting VMA (Video Music Awards) programming content.
The broad mix of outlets partnering with Twitter cover news, tech, politics, music and sports and speak to a mix of demographics — aimed at appealing to a wide spectrum of brands.
More on the news
- Twitter outlined a total of thirteen deals, including updated ones with existing partners such as the NFL, MLB, BuzzFeed and CNN.
- Last month, Twitter introduced its “Everything is Timing” tool that gives marketers and publishers an aggregate view of when people on Twitter are watching video to help determine the best time post content.
