Day by day it becomes more crystal clear that Twitter is turning from the social tweeting networtk into a content distribution platform.
This evening the blue bird company announced at the Digital Content NewFronts event that it had signed over 30 premium video content deals.
And this way towards premium content includes its advertising solutions for brands. The multinational announced as well two new solutions for advertisers: Creator Originals Powered by Niche and Live Brand Studio. The first one will connect brands with content creators and the second one enables brands enhancing their own branded content shared through Twitter.
New solutions for advertisers
The new tools fro advertisers include original content with digital creators (Creator Origionals) and an in-house solution designed to help brands maximize their own creative efforts on Twitter (Live Brands Studio).
The second one, is a new service designed to help brands maximize their own live content efforts, Twitter’s full-service team will work with brands to determine the best content to showcase, develop a media plan that targets the right audience, provide dedicated technical support, tools to share show clips, real-time analytics, and more.
The first one puts Twitter’s creator network (Niche Creators network ) at the service of brands to create premium, original content series on Twitter and pairing them with leading brands for in-stream video sponsorships. These comprehensive video content offerings will consist of scripted original series that are innovative, high quality, and brand-safe.
There are already some series participating in a pilot of the tool including: Born and Bred with Josh Peck; Wolf It Down with Tyler Florence; Voodoo Dating with Matt Cutshall;City Tours with Sara Hopkins; Bar Stars with Aaron Chewning; Paint Away with Miel Bredouw; Style Series with Brittany Sky and
SWIFF with Wes “Wuz Good” Armstrong.
Content deals
About a half of these premium content agreements (around 12) were inked with companies operation in the field of sports and gaming, including the one rubricated with Disney’s ESPN on contents related to e-sports and many more with Formula 1, MLB, MLS, Bleacher Report, The Player’s Tribune, and Barstool Sports.
In the gaming area Twitter has entered into agreements with Call of Duty World League, The Game Awards, Gamespot, IEM and IGM.
Among the huge amount of content contracts inked by Twitter there’s one with NBCUniversal, who will will distribute a variety of live video and clips from across their portfolio to Twitter to help create unique viewing opportunities for their audience. NBCUniversal properties participating in the partnership include NBC, NBC News, MSNBC, CNBC, Telemundo, TODAY, and E! News which will contribute entertainment, lifestyle, pop culture and events coverage.
There where as well other five agreements more with: Ellen Digital Studios. Live Nation COntert Series, Hearst Magazines Digital media (Delish, Seventeen), Viacom (Comemdy Central’s Creator’s Room, BET Breaks, MTV News, and MTV News International) and Will Parker Media.
They add to all the referred agreements four aditional in the News field with: BuzzFeed News, VICE News, Pattern, and #HereWeAre (HuffPost, HISTORY, Vox Media, and BuzzFeed News).
No matter the field, all content deals, and specially the signed with Disney’s ESPN, will bring to Twitter lots of video and video streaming content.
ESPN will launch a Twitter version of its flagship “SportsCenter” TV show with breaking news and analysis and Twitter also will live stream ESPN’s “Fantasy Focus Live” podcast. The company of the blue bird doubled video views in 2017.
Image over the headline.- © Twitter
