Twitter just announced a number of new premium video content deals at its NewFronts 2022 presentation. This includes new partnerships with E! News, Conde Nast, the WNBA, and more. Wow, talk about a star-studded line-up.
Twitter’s premium video content offers opportunities for advertisers to reach engaged audiences around these events and programs. While Twitter has never quite been able to nail its integration of live video content and real-time Tweet discussions, this new programming could provide fresh inspiration for your Twitter approach.
Prime-Time
First off, Twitter has announced an extension of its deal with Conde Nast, providing opportunities for brands to sponsor Twitter streams of events like Vogue’s Red Carpet at the Met Gala, The Vanity Fair Oscar Party Red Carpet, and The Pitchfork Music Festival, all via Twitter’s Amplify Ad offering.
Twitter’s also launching a new made-for-Twitter live-stream show with E! News called ‘While You Were Streaming’, which will cover all the biggest entertainment news within the TV universe.
For many, Twitter’s the home of real-time discussion. These new deals will surely act as a strong lure for advertisers who want to get in on the latest happenings as they occur. Cultural leaders REVOLT and ESSENCE also bring in new live content to the platform, via dedicated coverage and programming, On the sports front, Twitter also announced a new, multi-year partnership with the WNBA, which will see exclusive WNBA content streamed to the app.
“The 2022 season marks the sixth year of the partnership and will include a slate of 12 live games. For the first time ever, the WNBA will also regularly host Spaces throughout the season, as well as during WNBA tentpole events and the offseason. Amongst other content elements like polls, player interviews, and moments, new content franchises will give fans closer access to the league and broader WNBA community.”
Also, the inclusion of Spaces is interesting – it’s still not clear whether Spaces is truly catching on with Twitter users, nor whether it’ll become a more significant offering. Exclusives like this, for the most part, do help. If Twitter can arrange more celebrity broadcasts, then that’ll help boost Spaces awareness more broadly.
Twitter also announced a new partnership with NBCUniversal, seeing it be the first social partner to test the integration with iSpot, NBCU’s first cross-platform video certified measurement partner.
Lastly, Twitter’s also launching a new dedicated program to provide real-time highlights of the biggest global events.
“The program will allow advertisers to promote and run pre-roll on live event pages featuring real-time highlights, helping Twitter’s passionate and engaged fans discover content in their timeline, as well as front and center in the Explore tab.”
The Wrap
Twitter hopes that all these new partnerships and deals help reassure advertisers that they’ll be able to reach dedicated engaged audiences within the app, despite the coming changes under new owner Elon Musk.
At this point, until the ‘New’ Twitter fully establishes itself, no one can tell for certain what comes next. In the meantime, Twitter will be able to run its regular ad programs moving forward. These new partnerships will provide more avenues for brands to reach users with these events.
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