20201019 ML Brief
Twitter to launch 8 new pilot series supported by branded in-stream video sponsorships
Twitter is going all in on video at NewFronts this year, announcing more than 30 video content deals with a number of media organizations, including NBCUniversal, Ellen Digital Studios, ESPN, Viacom, MLB, and multiple gaming companies.
The social media platform is also developing eight new pilot series via Niche, Twitter’s creator network, and pairing them with brands that will run in-stream video sponsorships during the shows.
“These comprehensive video content offerings will consist of scripted original series that are innovative, high quality, and brand-safe,” says Twitter.
The eight pilots are listed as follows:
- Born and Bred with Josh Peck
- Wolf It Down with Tyler Florence
- Voodoo Dating with Matt Cutshall
- City Tours with Sara Hopkins
- Bar Stars with Aaron Chewning
- Paint Away with Miel Bredouw
- Style Series with Brittany Sky
- SWIFF with Wes “Wuz Good” Armstrong
In addition to the new content opportunities being offered up, Twitter is also launching Live Brand Studios — a service designed to help brands make the most of their live video content.
“Twitter’s full-service team will work with brands to determine the best content to showcase, develop a media plan that targets the right audience, provide dedicated technical support, tools to share show clips, real-time analytics, and more,” says Twitter in the announcement covering its NewFronts event. No details were given around how Twitter plans to work with brands, or the costs involved.
The Walt Disney Company also released a statement prior to Twitter’s NewFronts presentation, confirming its deal with the social platform to produce live content and advertising opportunities around Disney’s ESPN programming.
“Participants from across the company will have the opportunity to create experiences unique to Twitter that will extend their brands in meaningful ways,” says Justin Connolly, an executive VP for Disney and ESPN Media Networks, “This includes compelling live content across our entire portfolio that can reach and appeal to all types of audiences at scale on their platform.”
According to Disney, the two companies will announce live shows currently in development during NewFronts.
Twitter says video views on the platform have nearly doubled during the past year. Last week, the company reported more than half of its Q1 2018 ad revenue came from video, and that video ads were its fastest growing ad format during the quarter.
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