AOL strikes content partnership with Twitter to distribute original video

AOL strikes content partnership with Twitter to distribute original video.

AOL UK is distributing its original video content commercially via Twitter in a bid to help make its video advertising business “as big as TV”.

The partnership means advertisers will be able to sponsor or run pre-roll ads across AOL’s original video content on its owned properties in the UK, and then retarget those audiences on Twitter. Vice versa, advertisers can choose categories of video content to run ads next to content on Twitter, and the social platform will insert their ads into relevant AOL original video content.

The partnership is UK-based, with the aim of rolling out in EMEA markets.

Mark Melling, senior director of video and branded content, AOL UK said: “It is a partnership which leverages what we see as each of the company's core strengths. We leverage the ability to access content at scale. We get to access their ability to distribute content at scale through one of the top social platforms, for Twitter it is to access some the best in class digital video content being produced in the UK right now.”

The move promises the scale that AOL needs if it is it to realise its to become a production powerhouse that rivals digital players like Netflix and Amazon, as well as traditional broadcasters.

“What it means for the future of what we are doing, is we can start creating bespoke content for Twitter and for other social platforms that can be launched and monetised in real-time," Melling said. "We can leverage our brands such as the Huffington Post to create bespoke video packages specifically created for social platforms. That expands our ability to make digital video content at scale.

“It ties into being able to create premium digital video content and looking for ways to scale out that offering, to the point where we can drive the same number of views as television.”

Rob Owers, head of EMEA news partnerships at Twitter, added: “Twitter is the fastest way to find out what's happening in the world, and to engage in the live conversation about it. We have made major investments in video over the past few years, so we're really excited to be partnering with AOL UK to give people a new way to watch and discuss this exciting series of original content, all on one platform."

Get The Drum Newsletter

Build your marketing knowledge by choosing from daily news bulletins or a weekly special.