NBCUniversal has expanded its partnership with Twitter to include bringing its premium digital content to the social media platform. According to Twitter, the multi-year content partnership will bolster the two companies' longstanding advertising and content partnership, and see NBCUniversal making some of its content exclusively available on Twitter outside of its NBC properties. This allows marketers to meet global and local audiences where they are, shape key cultural conversations as they unfold in real-time, as well as build innovative ad experiences around trending content. This includes sponsored sports highlights, red carpet livestreams, watch parties, and fan voting. The partnership is also said to bring a variety of opportunities for brands to advertise on Twitter. The partnership covers Twitter markets globally, including APAC. Twitter declined to comment on the exact length of the partnership.
In a statement to MARKETING-INTERACTIVE, a spokesperson from Twitter said each region, including APAC, will be localising their own content strategy in partnership with market-specific editorial and advertiser plans. Additionally, as part of the expanded scope of its partnership, Twitter will provide broader sales support for NBCUniversal's advertising partners, which is said to empower marketers with more ways to match premium content with engaged audiences.
Currently, the content that will be shared include immersive highlights from the Golden Globes Awards, fan experience for over 30 upcoming live events such as Telemundo’s Latin American Music Awards, news on Noticias Telemundo, the E! People's Choice Awards, Macy's Thanksgiving Day Parade, as well as sporting events on NBC Sports, Telemundo Deportes, Sky Sports, and GOLF Channel. Tapping on Twitter's conversational nature, NBCUniversal will also turn to Twitter to amplify interviews on racial justice and equity with Black business owners, designers, artists, CEOs, and more, in celebration of Black History Month.
NBCUniversal and Twitter first established their advertising partnership in 2013, where NBCUniversal tapped on Twitter’s Amplify program, which drives awareness of TV programs, and embedded sponsored, real-time video clips in tweets. Since then, the two companies claim to have enjoyed "significant growth and engagement". According to Twitter, the total campaign growth exceeded a 10 times trajectory and in 2020, global video views for all NBCUniversal Twitter handles grown 26% on average, alongside a 25% increase in campaigns year-over-year. Additionally in late 2020, NBC Olympics and Twitter extended their innovative content partnership, working together to amplify NBC Olympics’ vast coverage of both Tokyo and Beijing.
The press release added that the partnership between the two companies combines Twitter's targeting capabilities, mobile advertising formats, and expansive operational campaign support with NBCUniversal's content to drive trending conversations and interactive advertising experiences around the world. The expansive deal is also intended to build upon NBCUniversal's global One Platform business offering, which reaches over 160 countries around the world.
Krishan Bhatia, president and chief business officer, NBCUniversal said with the partnership, NBCUniversal’s "leading video content meets Twitter’s worldwide reach, empowering marketers to connect with global audiences, while bringing consumers curated premium content on an engaging platform". Bhatia added that the growth in digital viewing has been "nothing short of explosive" in recent years. "Together with Twitter, we're helping our partners engage audiences in a brand-safe way, and shape key conversations as they unfold," he said.
Maggie McLean Suniewick, president, business development and partnerships, direct-to-consumer, NBCUniversal added that as people increasingly turn to digital platforms such as Twitter, NBCUniversal will continue to expand the ways viewers can find its content across entertainment, sports and news.
"It's the perfect time to expand on our long-standing partnership with NBCUniversal to bring more of their premium content to people on Twitter. From the biggest moments in entertainment, to can't-miss sports action from around the world, to news events at the speed of Twitter, our collaboration will empower marketers to connect their brands to the conversation of our engaged audiences," Jennifer Prince, global VP and head of content partnerships at Twitter said.
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