Viacom inks global content & ad sales deal with Snapchat

MUMBAI: Viacom has inked a global partnership with Snapchat that capitalises on and extends the expertise of both companies to creatively and authentically speak to millennial and post-millennial audiences.

The wide-ranging deal, anchored in both content production and advertising sales, will bring two high profile channels to Snapchat Discover -- a Comedy Central International channel and an MTV Channel in the US, which will complement the already successful Comedy Central and MTV International Discover channels.

The agreement also grants Viacom the right to sell Snapchat’s US owned and operated advertising inventory, allowing Viacom to offer added value to television advertisers who want to add Snapchat’s wildly popular premium video platform to the media mix. In addition, Viacom also has agreed to provide Snapchat with expanded access so Snapchat can produce Live Stories covering more of Viacom's tent pole events.

“Viacom and Snapchat naturally complement each other in significant ways that make us ideal partners in both content and business development. Snapchat captures young audiences on an intimate and immersive mobile video platform while Viacom is the leader in premium long- and short-form storytelling for these same audiences. Add in Viacom’s custom marketing solutions and commitment to evolve our global mobile strategy and you’ve got a partnership that is great for both companies, for advertisers, and is a real evolution of the marketplace,” said Viacom CFO Wade Davis.

In addition to selling its advertising alongside its own content on Snapchat Discover, Viacom will now also have the right to sell Snapchat’s US owned and operated ad inventory, which includes ads in ongoing Stories such as New York, capturing daily happenings in New York City, and non-partnered holiday Live Stories, such as Valentine’s Day. 

Viacom is the only television company to have this arrangement with Snapchat.

“Snapchat provides the best storytelling experience on mobile. Through this partnership with Viacom, we can now offer television advertisers a way to tell their stories across television and mobile in a frictionless way,” said Snapchat chief strategy officer Imran Khan.

On the content side of the deal, Viacom will further invest in the creation of original premium video content specifically for Snapchat Discover. While MTV International and Comedy Central have previously been committed to creating original content on Discover, additional resources will now be put towards the launch of an MTV US Channel and a Comedy Central International channel on the platform.

MTV’s new Snapchat Discover channel will feature a wide range of content created exclusively for the platform and updated daily. At launch on 9 February, this includes MTV News articles and video with design and art direction unique to Snapchat, exclusive celebrity interviews, and more. MTV is also developing additional Snapchat-native content, including brand-new original series and reinvented MTV fan-favorite franchises for the platform.

Comedy Central will launch internationally on Snapchat Discover on 10 February, delivering always funny content to fans globally. The new international channel will serve Snapchat users daily doses of comedy, from curated WTF News articles and exclusive videos with their favourite comedians to upcoming original series set to debut on Snapchat Discover in the coming year. Since its US launch in January 2015, the Comedy Central channel on Snapchat Discover has become a vibrant pipeline for Comedy Central to develop fresh comedic voices and original content. It is one of the most popular brands on the platform.

Another key element of the Viacom/Snapchat partnership will leverage Snapchat’s Live Stories, which are curated collections of user-submitted content covering major events and places around the world. Through the partnership, Snapchat will have unique access to cover Viacom’s one-of-a-kind, tentpole events, such as MTV’s Video Music Awards (VMAs), BET Experience, and MTV’s EMAs.

The deal grew organically out of a dynamic Viacom/Snapchat relationship, including many custom advertising campaigns created by in-house creative agency Viacom Velocity that ran in Snapchat Discover, as well as “break-the-internet” level of fan engagement for Viacom events covered by Snapchat Live Stories and Snapchat Discover channels launched a year ago.

Latest Reads

IoT is risk to networks; Netflix, PayPal, Twitter and Amazon temporarily shut in cyber attack

MUMBAI: Nobody is safe until everybody is safe, it is said. The most hyped and happening currency in the world of communication as well as the best weaponry in the wireless world -- the Internet -- was under attack. Cyber attackers can DDoS (Distributed denial of service) for a range of purposes,...

iWorld e-commerce
Interconnect tussle: Vodafone, Airtel, Idea may move court against proposed Rs 3,000-cr penalty

MUMBAI: The Telecom Regulatory Authority of India (TRAI) plans to impose a heavy penalty on three major telecom operators for failing to provide adequate interconnectivity to RJio even as operators attempted to comply with the rules. Jio had written to the TRAI seeking action against incumbent...

iWorld Telecom
How broadcasters can use Facebook better?

MUMBAI: Facebook’s daily active user base in India clocked a whopping 22 per cent growth rate by the second quarter of 2016, which is much higher than the 17 per cent growth rate the social media giant enjoys globally. Naturally, addressing its India-only usage and the issues concerning it is of...

iWorld Social Media
How to make your content viral?

MUMBAI: How often do we hear the term ‘viral’? From the germination of an idea to its execution, the only target people want to achieve is making it go viral. Be it a concept or a new initiative, grabbing the maximum number of eyeballs or reaching out to the masses remains the crucial part.

iWorld Social Media
Culture Machine launches digital channel Om Bhajan Bhakti

Culture Machine has launched its new digital brand on devotion and spirituality, titled "Om Bhajan Bhakti". The channel explores the spiritual and devotional space by providing unique experiences and learning to viewers.

iWorld Video On Demand
Welcome offer lands Reliance Jio in 4G speed soup

Even as Reliance Retail today launched 4G F1, the first device under the LYF brand outside the four elements branding, Reliance Jio seems to have received a setback with TRAI declaring its speed to be the poorest among five telecom operators. LYF F1 has been launched with advanced 4G for Reliance...

iWorld Telecom
Vodafone India announces roaming free from Diwali

Vodafone India, one of India’s leading telecom service providers, has announced free incoming calls while roaming nationally for all its customers. Starting this Diwali, all Vodafone India customers, travelling anywhere in the country, can continue to talk worry free without having to cut short...

iWorld Telecom
Facebook updates architecture for India's next billion coming online

GURGAON:  "We (Facebook) are now launching a new architecture so you can see less grey boxes, and more relevant stories quickly, regardless of your network connection. This new architecture of News Feed allows stories to be ranked on the client after being sent from the server. We avoid spinners...

iWorld Social Media
Q2-17: Reliance: Jio busts records, organised retail grows 63 percent

The Mukesh D Ambani led Reliance Industries Limited (RIL) organized retail segment - Reliance Retail, continued its growth momentum and profitability in the quarter ended 30 September 2016 (Q2-17, current quarter), while its digital services offering Jio has broken all records in terms of...

iWorld Telecom

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories