Twitter puts focus on exclusive media partnerships to attract video advertisers

Twitter announced multiple video content partnerships with a variety of news and entertainment outlets on Monday during its Digital NewFronts event. The list includes deals that will bring exclusive video content to the platform from Univision, Wall Street Journal, Time Magazine, NFL, Live Nation, MTV and others, giving way to making more premium video ad inventory available to advertisers.

Why we should care

Twitter has made video a central pillar of its revenue growth strategy. More than half of its ad revenue already comes from video.

The partnerships span a range of original content. The Wall Street Journal is launching an original video show called “What’s Now,” and Univision will be delivering Spanish-language sports, news and entertainment content. Time is producing video content for Twitter connected to its “Time Person of the Year” and “Time 100” events.

Live Nation will host a content series, and MTV will be broadcasting VMA (Video Music Awards) programming content.

The broad mix of outlets partnering with Twitter cover news, tech, politics, music and sports and speak to a mix of demographics — aimed at appealing to a wide spectrum of brands.

More on the news

• Twitter outlined a total of thirteen deals, including updated ones with existing partners such as the NFL, MLB, BuzzFeed and CNN.
• Last month, Twitter introduced its “Everything is Timing” tool that gives marketers and publishers an aggregate view of when people on Twitter are watching video to help determine the best time post content.
• Twitter reported revenue gains of 18% year over year for the first quarter of 2019, with ad engagements up 23%.