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Comedy Central, MTV enter partnership with Snapchat
Editor
| 10 February 2016
Content giant Viacom and leading social media provider Snapchat have entered into a partnership which they say will allow both companies to creatively and authentically speak to millennial and post-millennial audiences.
The agreement will fundamentally aim to boost premium video on Snapchat Discover with two new Viacom produced channels a Comedy Central International channel and an MTV Channel in the US.
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 range of content created exclusively for the platform and updated daily. This will include 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-favourite franchises for the platform.
Furthermore, the deal also gives Viacom the right to sell Snapchat's US owned and operated advertising inventory, something that Viacom says will enable it to offer more value to television advertisers who want to add Snapchat's premium social video platform to the media mix.
In addition, Viacom also has agreed to provide Snapchat with expanded access to Viacom activities so that the latter can produce Live Stories covering more of Viacom's key events. 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.
"Viacom and Snapchat naturally complement each other in significant ways that make us ideal partners in both content and business development," said Viacom chief financial officer Wade Davis. "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."
"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," added Imran Khan, Snapchat's chief strategy officer.
Editor
| 10 February 2016
Content giant Viacom and leading social media provider Snapchat have entered into a partnership which they say will allow both companies to creatively and authentically speak to millennial and post-millennial audiences.
The agreement will fundamentally aim to boost premium video on Snapchat Discover with two new Viacom produced channels a Comedy Central International channel and an MTV Channel in the US.
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 range of content created exclusively for the platform and updated daily. This will include 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-favourite franchises for the platform.
Furthermore, the deal also gives Viacom the right to sell Snapchat's US owned and operated advertising inventory, something that Viacom says will enable it to offer more value to television advertisers who want to add Snapchat's premium social video platform to the media mix.
In addition, Viacom also has agreed to provide Snapchat with expanded access to Viacom activities so that the latter can produce Live Stories covering more of Viacom's key events. 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.
"Viacom and Snapchat naturally complement each other in significant ways that make us ideal partners in both content and business development," said Viacom chief financial officer Wade Davis. "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."
"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," added Imran Khan, Snapchat's chief strategy officer.
