NBCUniversal and Twitter have cemented their relationship by forging a multi-year global partnership that brings NBCUniversal's premium digital content to the platform for the first time.
The tie-up will enable marketers to address audiences large and small; shape cultural conversations in real-time and build new ad experiences around trending content— including sponsored sports highlights, red carpet live streams, watch parties and fan voting.
What’s the deal?
The coming together follows in the wake of OnePlatform, NBCU one-stop-shop for purchasing all video inventory across TV and digital.
NBCU first began its Twitter partnership in 2013 and has accrued ’significant growth and engagement’ from this relationship in the years since with NBCU campaign growth growing tenfold.
Last year alone global video views generated by NBCUniversal’s Twitter feed surged by 26%, echoing a 25% rise in campaigns over that same year.
Flush with success both parties will now extend their relationship to the global stage, ensuring that international events can be discussed in real-time on one platform.
New content will include coverage of Golden Globes highlights on Twitter, amplifying NBC’s live broadcast of the 28 February event.
This embrace of live events will stretch to over 30 scheduled set-pieces including Telemundo’s Billboard Latin Music Awards, the E! People’s Choice Awards and Macy’s Thanksgiving Day Parade.
NBCU will also mark Black History Month with a series of interviews with Black business owners, designers, artists and CEOs focused on racial justice and equity.
While all this is going on, NBCU will not neglect its existing Twitter content such as the Andy Cohen-led Watch What Happens Live After Show.
Greater alignment between both parties will see Twitter provide a greater range of sales support for NBCU’s advertising partners.
Jennifer Prince, global vice-president and head of content partnerships at Twitter, said: “From the biggest moments in entertainment to can’t-miss sports action from around the world to news events at the speed of Twitter, our collaboration will empower marketers to connect their brands to the conversation of our engaged audiences.“
Maggie McLean Suniewick, NBCUniversal president for business development and partnerships direct-to-consumer, added: “As people increasingly turn to digital platforms like Twitter, we continue to expand the ways viewers can find NBCUniversal’s timely, quality content across entertainment, sports and news.”
NBC Olympics and Twitter also agreed to extend their content partnership to amplify coverage of the upcoming Tokyo games.
The agreement marries Twitter’s targeting capabilities, mobile advertising formats, and operational campaign support with NBCU’s premium content to command the attention of both audiences and advertisers.