Wide-ranging Agreement to Boost Premium Video on Snapchat Discover
With Two New Viacom Produced Channels
Viacom Granted Broader Rights to Sell Ads in its Own Snapchat
Content, as well as Snapchat’s U.S. Owned and Operated Ad Inventory
Snapchat to Increase Production of Live Stories Tied to Viacom’s High
Profile Awards Shows, Including MTV’s Video Music Awards and EMAs, BET
Experience, and More
Company Website:
http://www.viacom.com/
NEW YORK -- (Business Wire)
Viacom (NASDAQ:VIAB, VIA) and Snapchat today announced an unprecedented
global partnership that capitalizes on and extends the unique expertise
of both companies to creatively and authentically speak to millennial
and post-millennial audiences.
The wide-ranging deal, anchored in both content production and
advertising sales, will bring two high profile channels to Snapchat
Discover -- a Comedy Central International channel and an MTV Channel in
the U.S., which will complement the already successful Comedy Central
and MTV International Discover channels. The agreement also grants
Viacom the right to sell Snapchat’s U.S. owned and operated advertising
inventory, allowing Viacom to offer even more value to television
advertisers who want to add Snapchat’s wildly popular premium video
platform to the media mix. In addition, Viacom also has agreed to
provide Snapchat with expanded access so Snapchat can produce Live
Stories covering more of Viacom's tent pole events.
“Viacom and Snapchat naturally complement each other in significant ways
that make us ideal partners in both content and business development,”
said Wade Davis, Chief Financial Officer, Viacom. “Snapchat captures
young audiences on an intimate and immersive mobile video platform while
Viacom is the leader in premium long- and short-form storytelling for
these same audiences. Add in Viacom’s custom marketing solutions and
commitment to evolve our global mobile strategy and you’ve got a
partnership that is great for both companies, for advertisers, and is a
real evolution of the marketplace.”
In addition to selling its advertising alongside its own content on
Snapchat Discover, Viacom will now also have the right to sell
Snapchat’s U.S. owned and operated ad inventory, which includes ads in
ongoing Stories such as “New York,” capturing daily happenings in New
York City, and non-partnered holiday Live Stories, such as “Valentine’s
Day.” Viacom is the only television company to have this arrangement
with Snapchat.
“Snapchat provides the best storytelling experience on mobile. Through
this partnership with Viacom, we can now offer television advertisers a
way to tell their stories across television and mobile in a frictionless
way,” said Imran Khan, Snapchat’s Chief Strategy Officer.
On the content side of the deal, Viacom will further invest in the
creation of original premium video content specifically for Snapchat
Discover, reinforcing Viacom’s innovative approach and dedication to
delivering fans globally the content they want wherever they want to
consume it. While MTV International and Comedy Central have previously
been committed to creating original content on Discover, additional
resources will now be put towards the launch of an MTV US Channel and a
Comedy Central International channel on the platform.
MTV’s new Snapchat Discover channel will feature a wide range of content
created exclusively for the platform and updated daily. At launch on
Tuesday, February 9, this includes MTV News articles and video with
design and art direction unique to Snapchat, exclusive celebrity
interviews, and more. MTV is also developing additional Snapchat-native
content, including brand-new original series and reinvented MTV
fan-favorite franchises for the platform. More details on original
programming will be announced at a later date.
Comedy Central will launch internationally on Snapchat Discover on
Wednesday, February 10, delivering always funny content to fans
globally. The new international channel will serve Snapchat users daily
doses of comedy, from curated “WTF News” articles and exclusive videos
with their favorite comedians to upcoming original series set to debut
on Snapchat Discover in the coming year. Since its U.S. launch in
January 2015, the Comedy Central channel on Snapchat Discover has
become a vibrant pipeline for Comedy Central to develop fresh comedic
voices and original content. It is one of the most popular brands on the
platform.
Another key element of the Viacom/Snapchat partnership will leverage
Snapchat’s Live Stories, which are curated collections of user-submitted
content covering major events and places around the world. Through the
partnership, Snapchat will have unique access to cover Viacom’s
one-of-a-kind, tentpole events, such as MTV’s Video Music Awards (VMAs),
BET Experience, and MTV’s EMAs.
The deal grew organically out of a dynamic Viacom/Snapchat relationship,
including many custom advertising campaigns created by in-house creative
agency Viacom Velocity that ran in Snapchat Discover, as well as
“break-the-internet” level of fan engagement for Viacom events covered
by Snapchat Live Stories and Snapchat Discover channels launched a year
ago.
About Viacom
Viacom is home to premier global media brands
that create compelling television programs, motion pictures, short-form
content, apps, games, consumer products, social media experiences, and
other entertainment content for audiences in 180 countries. Viacom's
media networks, including Nickelodeon, Comedy Central, MTV, VH1, Spike,
BET, CMT, TV Land, Nick at Nite, Nick Jr., Channel 5 (UK), Logo,
Nicktoons, TeenNick and Paramount Channel, reach a cumulative 3.4
billion television subscribers worldwide. Paramount Pictures is a major
global producer and distributor of filmed entertainment. For more
information about Viacom and its businesses, visit www.viacom.com.
Keep up with Viacom news by following Viacom's blog at blog.viacom.com
and Twitter feed at www.twitter.com/viacom.
View source version on businesswire.com: http://www.businesswire.com/news/home/20160209005816/en/
Contacts:
Viacom
Lenore Moritz, 212-846-4950
Lenore.Moritz@viacom.com
or
Snapchat
Shannon
Kelly, 973-224-5878
Shannon@snapchat.com
Source: Viacom
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