iWorld

Viacom inks global content & ad sales deal with Snapchat

https://www.indiantelevision.com/sites/default/files/styles/smartcrop_800x800/public/images/internet-images/2016/02/09/Untitled-1_0.jpg?itok=re_yYf--

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

https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/10/15/miceo.jpg?itok=E1AeDTO_
Microscan launches Internet Service in Aurangabad

MUMBAI: Internet Service Provider Microscan Infocommtech has launched its services in Aurangabad. Microscan has joined hands with Elixir Telelinks to increase its reach and offer premium Internet Services in the city. This partnership plays to both partner’s individual strengths in which the...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/10/15/one.jpg?itok=Caid9fQo
Hinduja's group media vertical arm - ONEOTT Intertainment Limited wins TelecomLead.com Innovation Leaders award 2019

MUMBAI: OneOTT Intertainment Limited (OIL), the Media Vertical arm of Hinduja Group was awarded the 2019 Innovation leaders award by Telecomlead.com. OIL won this prestigious award for adopting innovative steps for expanding broadband connectivity to under connected population in urban locations,...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/10/15/pft.jpg?itok=F3_pT6t-
Prime Focus Technologies selected as event coverage partner for L’Oréal Professionnel’s Indian Hairdressing Awards 2018-19

MUMBAI: Prime Focus Technologies (PFT) announced that its video agency, PFT Brands was selected by L’Oréal Professionnel as the official event coverage partner for the prestigious Indian Hairdressing Awards (IHA) 2018-19. IHA was launched as a platform to recognize excellence in not only the art,...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/10/15/vodafone.jpg?itok=C_vlyWJE
Vodafone Idea business services and nokia partner to launch sd-wan to help businesses drive digital transformation

MUMBAI: Vodafone Idea Business Services (VIBS), the enterprise arm of Vodafone Idea Ltd., the country’s leading telecom operator, today announced its partnership with Nokia to roll out software-defined networking in a wide area network (SD-WAN) services for start-ups and enterprises. Through SD-WAN...

iWorld Telecom
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/10/15/amaz.jpg?itok=YZjYAgQx
Amazon Prime Video's Original -Jestination Unknown to premiere on October 18

MUMBAI: Amazon Prime Video today launched the trailer of its upcoming first-of-its-kind comedy travelogue, Amazon Original Series, Jestination Unknown.

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/10/15/flipkart.jpg?itok=VCxvp9dU
Flipkart announces the launch of ‘Flipkart Video Originals’

MUMBAI: Flipkart, India’s leading e-commerce marketplace today announced its foray into offering original video content with the launch of ‘Flipkart Video Originals’. Integrated within the Flipkart Video platform, which was launched in August this year, Flipkart Video Originals will be produced by...

iWorld e-commerce
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/10/15/content.jpg?itok=lhTCBl1x
Content creators discuss binge-worthy content at Vidnet 2019

Binge-watching has become synonymous to over the top (OTT) platforms and content. Indiantelevision.com’s summit Vidnet 2019 had an interesting panel discussion on creating binge-worthy content. The panel was moderated by Indiantelevision.com founder CEO and editor-in-chief Anil Wanvari while MX...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/10/14/voot.jpg?itok=Qe2Nu0K6
VOOT brings non-stop new entertainment from India’s biggest reality show “BIGG BOSS”

MUMBAI: 13 celebrity contestants, 1 House, 15 weeks, 1 winner and memories galore! Nations biggest entertainment show vivo V17 Pro presents BIGG BOSS is back on COLORS and India’s second largest premium AVOD platform VOOT is all set to make it bigger and better for its fans this year.  After the...

iWorld Over The Top Services
https://www.indiantelevision.com/sites/default/files/styles/340x340/public/images/tv-images/2019/10/14/SOCIAL.jpg?itok=9BG8XTTs
84% of Instagram users are likely to shop using the platform

MUMBAI: The digital and social media agency from Dentsu Aegis Network, WATConsult, under its market research division, Recogn, has launched its latest report on Instagram in India from a user's perspective.

iWorld Social Media

Sign up for our Newsletter

subscribe for latest stories